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Atomic

Core disciplines: Advertising/Creative, Brand strategy, Integrated marketing

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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THE LIFE GARDEN

THE CHALLENGE

Over 100,000 people have left gifts in their Wills to Cancer Research UK, funding a third of the charity’s vital and lifesaving research. Naturally people don’t like to think about dying, and most aren’t even aware of the impact a gift left in their Will could make.

We needed to demonstrate the sheer scale and impact these 100,000 people had made, and celebrate each and every one of them in a meaningful experience that would drive talkability and ultimately inspire others to do the same in the future.

THE CREATIVE SOLUTION

Introducing the ‘The Life Garden’ the world’s first virtual tribute garden, a beautiful virtual reality experience that holds over over 100,000 flowers – each one commemorating a person who had left a gift in their Will.

Launching the experience at the RHS Hampton Court Palace Flower Show with a physical garden (mirroring the virtual experience) allowed us combine the real with the virtual worlds in one seamless experience.

THE RESULTS

  • 150,000 people visited the garden at Hampton Court.
  • 2.5 million people saw the garden on the BBC.
  • 23% of adults in the UK were reached through PR and unpaid media.
  • A 416% increase in traffic to the Cancer Research UK legacy webpage.
  • The garden received a Bronze Show Garden Award at the RHS Hampton Court Palace Flower Show.

 

 

AWARDS

IAB Creative Showcase:

Winner: Most Creative for a Cause 

Nominated: Most Creative Use of an Emerging technology

Direct Marketing Awards:

Gold: Best Use of Experiential

Bronze: Best Creative Solution or Innovation

Bronze: Best Use of Technology

Nominated: Best Charity Campaign

Do Different Awards (MAA):

Gold: Best Idea

Drum Marketing Awards (not yet announced):

Nominated: Best Event or Experiential Strategy of the Year

Nominated: Best Use of VR

Creative Circle Awards (not yet announced):

Nominated: Best Use of Ambient / Guerilla

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