Elmwood

BBC Breathing Places
Planting a world record

Tree O’Clock was BBC Breathing Places’ campaign to break a world record for the greatest number of trees planted in a single location within one hour. They wanted the British public to take part, so they needed an identity that created a genuine and irresistible buzz.

Planting a bit of fun
Rather than go on about planting trees, we challenged people to ‘grow their own conker machines’ or grow ‘somewhere for dogs to pee’.

Growing digital
To inspire action and ownership among participants, we created event materials, from posters to activity sheets, that were easily downloadable from the BBC website. These worked alongside a social media campaign and animation that ran on shopping centre screens across the UK.

World record hat-trick
On the day, over half a million trees were planted across the UK. Not one but three world records were smashed in Derry, St Albans and the Forest of Essex.