LAURA WHITTELL

CASE STUDY

Planet Earth III was one of the most highly anticipated television global events of the year. Our challenge was to build on that anticipation and more importantly to engage with newer and younger audiences who may be unfamiliar with the two previous instalments of this landmark series.

The show transports audiences to the most wondrous habitats on Earth, connecting them with the incredible animals and humans who live there. We needed a campaign that could represent the scope, scale, and emotion of the series.

The hero key art, with its vastness, hopeful sunrise and heroic family of elephants walking off to the horizon and future, kicked off our campaign. It signalled our creative positioning, much like the treatment of the third instalment of your favourite film franchise you’d find in the cinema. We wanted to signify it’s return with high production value and a cinematic feel.

The star-studded premiere event, which included Sir David Attenborough, supported this positioning. Held at Frameless in London, it delivered an immersive, impossible to recreate, 360° experience with huge influencer and talent coverage reaching 12 million followers in total.

The campaign launch promo showcased the cinematic sweep of the series and the mind-blowing locations and animals. The episodic ‘III’ design motif which was another cinematic flourish that we weaved through the visuals in our campaign, giving cohesion.

Further strengthening our filmic positioning, social activity included highlighting the collaboration between the film score legend Hans Zimmer and the band Bastille, which showcased on Strictly Come Dancing.

Multiple partnerships helped us connect with younger audiences, this created the sense of a 'must see television event', driving engagement. We partnered with the immensely popular Minecraft creating an educational version of the game.

The results were incredible, with high viewership, staggering engagement and awareness of the Planet Earth brand.

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AWARDS:

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Drum Awards

Best Entertainment Campaign -  Gold

Best Experience Entertainment - Gold 

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Webby Awards

People's Voice Winner

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Creativepool Awards

Best Experiential Event -  Silver

Best Photography - Episodics - Silver

People's Choice - Episodics - Silver

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Creative Circle Awards

Best Immersive Experience - Gold

Best Branded Space - Silver

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Lovie Awards

Best Integrated Campaign  - Gold

Best Campaign Video - Silver

Best Event Activation Campaign -  Premiere Event - Silver 

Best Event Activation Campaign - People's Lovie Award

Best Short Form Video - Science, Education & Discovery - Gold

Best Short Form Video - Science, Education & Discovery -  People's Lovie Award

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Inside Out Awards

Best Project 

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Promax UK

Best Factual - Clip Based - Bronze

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Promax Global Excellence

Best Use of Music - Silver

Best In-House Programme Campaign - Nominated

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GEMA Global Excellence Awards

Best 360 Campaign Programme Promotion - Gold

Best Poster Campaign - Gold

Best Experiential Activation - Shortlisted

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GEMA Europe Awards

Best 360 Campaign Programme Promotion - Gold

Best Key Art Poster Campaign -  Gold

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GEMA UK Awards

Best UK Production for Non-UK Broadcast -  Video Spot - Planet Earth III Promo - Shortlisted

Best Integrated Campaign - Planet Earth III - Shortlisted

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CREDITS:

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Nick Meikle – Executive Creative Director

Sarah Gerona – Creative Director (PE III Event)

Martin Duhovic – Creative Director

Laura Whittell – Head of Creative

Douggy Pledger – Creative

Simon Goodrick – Creative

Fiona Hardman – Producer

Caitrin O'Sullivan– Production Manager

Hiywet Abate – Production Manager (PE III Event)

Hashmukh Kerai – Motion Designer 

Jed Finkelstein – Editor (PE III Event)

Hashmukh Kerai – Creative Producer 

Clare Charlton - Senior Creative Lead (PE III Event)

Grace Redman – Production Manager 

Jodie McEwan – Photography Producer 

Teak Tse - Art Director/Motion Designer 

Colin Wadsworth – Editor (PE III Event)

Jacqui Ferns – Senior Designer

Audio – Machine Post (PE III Event)

Audio – Clear Cut Sound

Jen McGee – Content Producer

Becca Whitmore – Senior Digital Producer

Dylan Townsend-Williams – Content Producer

Will Garrood - Digital Content Producer

Alan Robinson-Rising – Production Director

Rich Jenkins – Senior Digital Produer

Mauvni Rathod - Junior Content Producer

Leon Nockold- Editor

Claudia Posada – Digital Campaign Lead (Digital Programming Manager)

Maria Ridgway – Lead Publisher (Social Media Campaign Executive) 

Susie Smith and Joe Beedle – CapCut Partnership (Senior Programming Executive and Commercial Manager) 

Guy Williams – Paid Media 

Lucy White – Line Producer

Lauren Dodds – Head of Delivery

Zak Rodgers – Marketing Manager

Monica Hayes – VP Marketing, Factual

Phoebe Grief – Marketing Executive

Sarah Bidder, Senior Event Manager, Creative

Sarah Oliveira-Prowse, Senior Event Producer

Nese Halil, Event Producer

Pete Harding, Technical Consultant (Encore)

Kate Stenner, Senior Event Manager, Operations

Tina Moynihan-Quinn, Senior Event Producer

Katy Bryant, Event Producer

Chloe King, Event Team Administrator

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