BST-BDDP has produced a striking press and poster campaign for Kew
Gardens, the botanical haven for stressed-out Londoners that advertised
for the first time in its 237-year history in 1994.
BST, which won the account two years ago, produced an initial series of
commercials that ran on Channel 4. The appointment of an agency
signalled the start of a more aggressive approach by Kew, which needed
to raise money to fund scientific research. The commercials were
credited with boosting the number of visitors by 100,000 to more than a
million a year.
The new poster work emphasises the exotic displays that greet visitors
by showing a portrait of an aborigine with the words, ‘You should see
his back garden.’ The photograph for the poster, which is running on
sites donated by London Underground and North London Railways, shows a
character called Uncle Fred. It was shot in Darwin, Australia, by Chris
The press work features a Xingu fisherman from the Amazon in South
America and states: ‘In the Royal Botanic Gardens you’ll find more than
22,000 tropical plant species, with exotic and coloured flowers and
extraordinary foliage.’ The photography for the press ad, which will run
in ES magazine from June, was by Peter Lavery.
Both images were selected to highlight the work that Kew is doing in
remote and environmentally threatened parts of the world.
Penny Furniss, BST’s new-business director, said: ‘We thought we might
suggest that a visit to the Palm House is like a trip to the Brazilian
rainforest, with the additional boon of saving pounds 3,558 on travel
The poster work will appear from 1 May.
Media was handled by Booth Lockett Makin.