UM London and McCann London have been appointed by the UK Social Enterprise and Charity, Eden Project, to bolster marketing support for its Big Jubilee Lunch (BJL) project.
A 60-second spot, created by McCann London, will appear on TV and in cinema from Tuesday 22nd May for two weeks. The national digital TV campaign will be seen on E4, More 4, Gold, Dave, Blighty, Good Food, Home, Really and Watch, while the national digital cinema activity with Pearl & Dean will run across cinemas in key conurbations.
The ad features celebrities including Barbara Windsor, Phil Vickery and Hugh Fearnley-Whittingstall, intercut with members of the public, all talking about what they will bring to the table for The Big Jubilee Lunch. It was created by McCann Creative Directors Matt Crabtree and Simon Hepton.
The Lottery-funded Big Jubilee Lunch is part of the celebrations for The Queen’s Diamond Jubilee, as announced by Buckingham Palace, and takes place on Sunday 3rd June. It encourages people to come together to share lunch with neighbours, friends and family – this could be a street party or a gathering in a back garden, park or community hall. Research shows that holding Big Lunches has a lasting and deep impact on community relations. The BJL is run by the Eden Project, a UK Social Enterprise and Charity. Since BJL was established in 2009, thousands of Big Lunches have taken place in all kinds of communities, and in 2011 the number of participants grew to 2 million.
Rita Broe, Strategic Marketing Director at the Eden Project, said: “This campaign is designed to promote the Big Jubilee Lunch in an engaging, inclusive and inspiring way, and to really boost participation in the final weeks of our campaign. The message is that it’s never too late to bring something to the table and have a Big Jubilee Lunch. We’re delighted with the way UM and McCann embraced our brief and we know this campaign will help even more people to take the plunge and knock on their neighbours’ doors to organise community celebrations.”
Chris MacDonald, CEO of McCann London, said: “We are delighted to have been involved with the Eden Project in developing this initiative. With the Jubilee, there has never been a better reason for people to have a Big Lunch together; the advertising celebrates the sense of community and joy that the event can inspire, with a sprinkling of some much-loved TV personalities.”
Kamal Korpal, TV Director at UM London, commented: “We are delighted to be working with the Eden Project to help promote the Big Jubilee Lunch on their first-ever TV and cinema campaign. It is important to celebrate the critical job that bringing communities together can deliver and we are honoured to play our part.”
Several versions of the film will also be shown on the large BBC Big Screens around the UK, many of which will be hosting Big Jubilee Lunches for their local communities on June 3rd.
The Big Lunch is led by the Eden Project and is funded by The Big Lottery Fund and partnered by MasterCard, EDF Energy, Kingsmill and Asda.
Creative Directors: Matt Crabtree & Simon Hepton
Senior Account Director - Jon Armstrong
Agency Producer - Charlie Macpherson
Assistant Producer - Jessica Jones
Director - Rob Sanders
Producer- Tom Shard @ Amarillo films
Editor - Paul Jenkinson
VFX - Janusz Murawski
Audio Engineer - Tim Sutton at Chrome
Editor - Ipar Laimable
Assistant Producer - Amanda Young
Audio - Tam Nightingale (Nightingale Music Ltd)