The green Planet AR Experience Launch
Awards - CLIOS ENTERTAINMENT Gold, DESIGN WEEK AWARD, KINSALE SHARK winner & The Drum Ad of the week
The plant world reclaimed Piccadilly Circus by turning it green with the use of 4k deep screen technology. To celebrate The Green Planet AR Experience, powered by EE opening it’s doors.The giant 3D animation saw an entire concrete backdrop gradually burst into life with an abundance of greenery eventually covering the iconic screen.
Attenborough’s message was clear: “We must now work with plants, make the world a little greener, a little wilder - if we do this our future with be healthier, safer and in my experience happier.”
The spectacular animation was complemented by a huge plant installation from The Crown Estate at the adjacent Eros memorial that saw the fountain and its steps blanketed in growing seasonal flowers and foliage. Floral artist Alice McCabe transformed the monument to resemble a living forest floor, including branches donated by Kew Gardens, to evoke a secret glen. Plants nestled in the installation were gifted to passers-by to take away and help make Britain greener.
Impact & KPIs: The Green Planet AR Experience
Campaign Reach: The Green Planet AR experience reached over 10M people globally through TV, digital platforms, and live activations, driving awareness for the series. Online reach alone exceeded 1.1 million viewers.
Media Coverage: The launch was covered by 170+ online publications, including major outlets such as BBC News, The Guardian, TechCrunch, and Metro, amplifying the reach and positioning the AR experience as a major innovation in nature and tech.
Prime-Time TV Exposure: The AR launch was featured in a prime-time slot on BBC’s The One Show, reaching a broad UK audience during its daily magazine show, driving further visibility and engagement.
Social Media Engagement: #GreenPlanetAR trended on Twitter and Instagram, generating 500k+ social media engagements as users shared their AR experiences, further boosting organic reach.
User-Generated Content: Fans posted over 50k pieces of user-generated content, sharing photos and videos of their AR encounters, fueling excitement and engagement across platforms.
Event Success: The physical AR launch event was sold out across its four-week run, with fans flocking to participate in the immersive experience, reinforcing the series' cultural and environmental significance.