The RHS helps UK gardeners ‘speak plant’ in new campaign
Wunderman Thompson partners with UK gardening charity, the RHS, to launch new brand strategy and campaign.
23 May 2022
The RHS boasts more than 600,000 members, but Wunderman Thompson’s new campaign aims to make it the go-to for gardening advice and inspiration for the UK’s estimated 30 million gardeners – no matter their expertise or experience.
The ‘We Speak Plant’ campaign brings the 200 years of RHS knowledge to life with an integrated approach centring around a light-hearted animated film, created by Blinkink, where disgruntled plants air their grievances about the problems they encounter at the hands of gardeners – from being watered too much to being stuck in the shade. The solution? Gardeners need to ‘speak plant’ and the RHS can help them to do it.
The campaign, which also features a new visual identity for the charity created by fellow WPP agency and partner, Design Bridge, represents a shift in how it communicates its public gardens, community gardening schemes and sustainable gardening science.
It will launch on May 23rd across video on demand, out-of-home and across social media, and will run until July.
RHS President Keith Weed said: “The RHS wants to inspire, support and help more people to get joy from gardening. We needed something that would push us out of our comfort zone to get the RHS and all our great work noticed. This campaign breaks away from the norms in the sector and shows that the RHS’ heaps of expert knowledge and advice is accessible and available to everybody.”
Tom Drew, Executive Creative Director at Wunderman Thompson UK, said: “’We Speak Plant’ allows the RHS to talk to all their audiences, across all their touchpoints with one voice. It’s a beautifully integrated idea that inspires and educates in equal measure. My kitchen basil plant may yet survive!”
Business lead: Charlie Martyn
Senior Account Manager: Alice Mercer
Senior Strategy Director: Nicky Buss
Executive Creative Director: Tom Drew
Creative Director: Clare Wilson
Senior Producer: Charlie Woodall
Art Director: Anders Wendel
Copywriter: Elliot Tiney
Copywriter: Alice Booth
Head of Art: Guy Sexty
Senior Designers: Chris Hutton & Rob Joyner
Designer: Conor Bevan
Artworker: Chrissy Carr
Retouchers: Dave Jewel, Trevor Quilbish, Howie Lake
Post-production: Dan Brown, Ed O’Rourke, Lee Bamsey, Russell Bradley, George Louca, Fabio Liguori, Theo Waterfield
Rebrand & visual identity: Design Bridge
Media planning & buying: Essence
Production company: Blinkink