THE BRIEF

When the temperature hits 25°C and above, RHS Garden visitation drops as people flock to the beach. The challenge was to create a campaign concept that repositioned the gardens as the place to be on a very hot day.

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THE APPROACH

I led the project from concept through to execution, with oversight from my creative director. Starting with scamps, I developed copy and visual ideas, later working with a designer to refine the creative, following client feedback.
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THE CONCEPT

A confident, tongue-in-cheek campaign that threw just a little bit of shade at the beach. The humour gave the RHS the opportunity to speak to a broad audience, have a bit of a giggle, and place the gardens firmly in peoples’ minds as a fantastic destination on a hot day.

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WHAT IT SOLVED

A classic tactical problem. Positioning the RHS outside of usual competitor territory. By identifying various pain points people experience at the beach, we positioned the gardens as the smarter, more discerning choice for anyone who'd rather not spend their afternoon picking sand out of their sandwich.