It’s spring in the UK. And given that UK winters are bitter, spring is a blessing. Elvis has placed UK garden centre retailer, Dobbies, at the centre of spring joys with a campaign, Spring’s OUR thing, that catches its audience up in the excitement of making spring joys blossom.
The campaign is led by a quirky, humorous 30-second hero film, directed by Alex Cooper at Lobster – a passionate call-to-arms, motivating one and all to push the joys of spring further, with a little boost from Dobbies.
The campaign is built on the insight that people feel more optimistic in spring than in any other season. New research from Dobbies by Censuswide shows that 71% of Brits say being close to nature helps them relax and 41% of respondents who use their garden for activities say being in the garden brightens their mood.
The motivational optimistism carries across all media, with executions reminding the nation that Dobbies has all they need to help them maximise the season in their own way. Digital display and social carousels use playful and bold typography to spotlight key product categories, while digital audio executions feature a female voiceover announcing the arrival of spring and encouraging audiences to visit Dobbies. The audio ads harness dynamic features to target key audiences, locations and shopping habits across the season.
The full campaign covers video-on-demand, social, digital display, audio and shopper channels. Media planning and buying is by EssenceMediaCom and Clean Digital, and PR is by Frame.
Kirsty Rockey, head of brand, Dobbies Garden Centres, stated,“We know that people feel more optimistic in spring than at any other time of year, with this backed by our recent research, and that many are looking forward to seeing their gardens bouncing back to life. With this campaign, we’re demonstrating how liberating and rejuvenating being in touch with nature can be, and motivating customers to make the most of it. We’re the champions of garden living, and showing people that Dobbies is the place to go for all they need to make the most of their gardens this springtime.”
Neale Horrigan, executive creative director, elvis, added, “This new campaign for Dobbies has allowed us to bring in more colour, positivity and unexpected delights to this optimistic season and showcase how the power of the garden improves and enhances lives, all executed in a fun and humorous way. We’re encouraging gardeners to dig deeper, grow greater and relax…relaxier.”
Credits:
Client: Dobbies Garden Centres
Chief Marketing Officer: Phil Thomas
Customer Director: Louise Niven
Head of Brand: Kirsty Rockey
Campaign Marketing Manager:Lorraine Hunter
Brand Execution Manager:Rebecca Stanton
Brand Executive:Abbie McCann
Creative Agency: elvis
Executive Creative Director: Neale Horrigan
Managing Partner, Strategy: Camilla Yates
Creatives: Sam Hinckley & Chris Lawlor
Group Account Director: Michelle Simons
Senior Account Director: Madison Bolton
Account Manager: Grace Baron
Head of Creative Production: Carolina Rinaldi
Senior Creative Producer: Louis Mason
Creative Producer: Liv Musto
Senior Designer & Head of Studio: Neil Carding
Digital Designer: Emma Gray
Head of Motion: Jason Garfield
Motion Designer: Rhys Clarke
Production: Lobster
Director: Alex Cooper
Shoot Producer: Alice Duke
Executive Producer: Simon McDowell
Head of Production: Sarah Baulcomb
Director of Photography: Benedict Spence
1st AD: Janine Frank
Production Designer: Jade Adeyemi
Post Producer: Aleisha Digby
Editor: Meg Thorne @ Magic Edit
Colourist: Jax Harney @ X-LDN
Audio Production: Tom Keech
VFX: Ben Walker @ Roko Studio
Audio: Sauce Productions
Audio Designer: Neil Harrington
Media Agency: EssenceMediaCom
Pay-per-click Agency: Clean Digital
PR Agency: Frame
