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Disgruntled Plants Air Their Grievances in Campaign from RHS and Wunderman Thompson

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Agency launches new positioning and integrated campaign to help all gardeners 'speak plant'

Disgruntled Plants Air Their Grievances in Campaign from RHS and Wunderman Thompson

Wunderman Thompson has partnered with the RHS, the UK’s largest gardening charity, to launch a new brand strategy and accompanying integrated campaign, showing how the RHS can help all gardeners to ‘speak plant’.

The RHS boasts more than 600,000 members, but Wunderman Thompson’s new campaign aims to make it the go-to for gardening advice and inspiration for the UK’s estimated 30 million gardeners – no matter their expertise or experience. 

The ‘We Speak Plant’ campaign brings the 200 years of RHS knowledge to life with an integrated approach centring around a light-hearted animated film, created by Blinkink, where disgruntled plants air their grievances about the problems they encounter at the hands of gardeners – from being watered too much to being stuck in the shade. The solution? Gardeners need to ‘speak plant’ and the RHS can help them to do it.

The campaign, which also features a new visual identity for the charity created by fellow WPP agency and partner, Design Bridge, represents a shift in how it communicates its public gardens, community gardening schemes and sustainable gardening science.

It will launch on May 23rd across video on demand, out-of-home and across social media, and will run until July.

RHS President Keith Weed said: “The RHS wants to inspire, support and help more people to get joy from gardening. We needed something that would push us out of our comfort zone to get the RHS and all our great work noticed. This campaign breaks away from the norms in the sector and shows that the RHS’ heaps of expert knowledge and advice is accessible and available to everybody.”

Tom Drew, executive creative director at Wunderman Thompson UK, said: “’We Speak Plant’ allows the RHS to talk to all their audiences, across all their touchpoints with one voice. It’s a beautifully integrated idea that inspires and educates in equal measure. My kitchen basil plant may yet survive!”

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Business lead: Charlie Martyn

Senior Account Manager: Alice Mercer

Senior Strategy Director: Nicky Buss

Executive Creative Director: Tom Drew

Creative Director: Clare Wilson

Senior Producer: Charlie Woodall

Art Director: Anders Wendel

Copywriter: Elliot Tiney

Copywriter: Alice Booth

Head of Art: Guy Sexty

Senior Designers: Chris Hutton & Rob Joyner

Designer: Conor Bevan

Artworker: Chrissy Carr

Retouchers: Dave Jewel, Trevor Quilbish, Howie Lake

Post-production: Dan Brown, Ed O’Rourke, Lee Bamsey, Russell Bradley, George Louca, Fabio Liguori, Theo Waterfield

Rebrand & visual identity: Design Bridge

Media planning & buying: Essence

Production Company: Blinkink

Director: Catherine Prowse @catherineprowse

Executive Producer: Bart Yates

Producer: Sami Goddard

Production Coordinator: Anna Argiros @annaargiros

Character Design: Henry St Leger @onionmilk

Storyboard Artist: Mysie Pereira @mysiepereira

DoP: Max Halstead @colossal_squid

Camera Operator: George Warren @george_warrennnn

Gaffer: Elliot Beach @elliot_be

Puppeteers: Jonny Sabbagh, Will Harper @jonnyandwillstuff & Matt Lyons

Art Director: Ben Côté @bencote_artdept

Art Dept Assistants: Beattie Hartley, Areeya Bas & Brin Frost

Prop Markers: Lulu Senft @lulusenft & Rosie Tonkin @rosie_tonkin

Animal Handler: Tim Jenkins @ A- Z Animals

Runners: Iain Woods & Ngoc Bao Khue Tran

Catering: Marc Torras Martin

Post Production: OKAY Studio

VFX Supervisor: Bevis Jones @OKAY Studio

Post Production Producer: Holly Tidwell @OKAY Studio

Editor: Charles Gamble @OKAY Studio

Grade: Ruth Wardell @OKAY Studio

Genres: Visual VFX, Comedy

Categories: Garden, Home

Wunderman Thompson London, Mon, 23 May 2022 10:17:07 GMT