1. Brief

With humanity being the Earth’s biggest threat to date, BBC’s A Perfect Planet highlights just how perfect our world is, whilst delivering a stark warning about its future.  


Alongside a national awareness campaign, the BBC wanted to create a standout special build that conveyed the impact humans are having on the planet. In line with the shows’ sentiment, the campaign needed to shock audiences in order to highlight what’s happening to our planet.


2. Response

We set out to create a moment that would live on from the finale of the show, we wanted to subvert the traditional OOH billboard and do something different. So, we hijacked our own billboard, ripping it halfway through our incharge, with the rip revealing a devastating image of a forest fire.  


To really take our idea to the next level, our final element was integrating a smoke machine and LED lighting to create a ‘smoke illusion.’  To ensure the entire campaign was true to its intent, everything on the billboard was 100% recyclable, utilising eco-friendly, non-toxic inks for all the printing and eco-friendly water-based liquid for the smoke. 



3. Results

The show itself received rave reviews, with 9.1/10 on IMDB and 100% rating on Rotten Tomatoes! We’re happy to report that our billboard stunt was equally well received, with a video of the stunt receiving 2.4 million views on BBC iPlayer’s Twitter. PR around the campaign provided additional amplification with coverage in The Drum, Campaign, Famous Campaigns, Ads of the World just to name a few. 


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