Nelson’s Column

Background

When Nelson’s Column was put under wraps for cleaning and maintenance work, Viacom Outdoor was approached by the Greater London Authority to find a sponsor for the restoration. Realising this was an unprecedented opportunity for a commercial brand, Zurich Financial Services was one of several companies who pitched for the chance to use the space. Publicis Dialog Worldwide’s proposition for Zurich, which chose to highlight three key environmental themes promoted by the GLA, was deemed to be the best proposition for the project.

Idea

With a 169ft tall landmark monument to work with, the idea had to be big. Concepts were created for three sides of the column (the fourth side was kept free for work access) within Zurich’s global positioning of ‘Because Change Happenz’. By dramatising the environmental impact on a globally recognised monument at the moment when it was being restored, this campaign aimed to encourage debate about its potential cause. The imagery imagines three potential scenarios of environmental change and asks: ‘what if things change?’

The first side shows Nelson almost completely submerged by rising water levels, with sharks and giant squid swimming through sunken black cabs and bendy buses. On the second face a huge tornado is tearing its way through the capital, scattering everything asunder. Nelson himself has been torn free and is tumbling through the maelstrom. The final side has a blanket of thick, choking air pollution obscuring almost everything from view. Two baskets are lowering workers in breathing apparatus through the brown smog to scrub away at the stonework. 7,500 schools were also mailed a pack containing a teacher’s information booklet which included four lessons that would teach children about the history of Nelson and the importance of preserving both local and national heritage. There was also a competition for children to enter.

Results

The project created a huge amount of PR, with 108 pieces of coverage, including highlights on BBC Breakfast and BBC London and articles in The Sun and The Independent. This gave the project a potential audience reach of more than 23 million people.

Our Thoughts

Is it direct marketing or isn’t it? Who cares? It’s great.