Royal Botanic Gardens, Kew

Client: Royal Botanic Gardens, Kew (WIP)

Pitch Brief: Change the perceptions of Kew, from a nice day out, to a scientific institution that’s essential for the future of our planet.

What We Did: Kew had a problem; they were seen as a lovely British institution, but people didn’t understand just how much scientific work they.

Our concept – OUR FUTURE IS BOTANIC - bringing Kew up to date with a bang. 

Gone would be the ‘Gardener’s World’ style images, and in would come bold, modern, intriguing plant images, with big, bold headlines. The message would juxtapose the image to make people pause, think, and engage. 

We wanted to leave people in no doubt that RBG Kew are here to ensure the safe future of plants and fungi while reasserting the message that they are essential to our life and all life on earth.

Agency: VCCP

Creative Director(s): Monty Verdi/Shirin Majid

Photographer: Alistair Thorpe