But city-dwellers often struggle to connect to nature, particularly in darker winter months when bad weather and short days make it harder to engage with our urban green spaces.

Working with our Human Understanding Lab, we explored how the British public engage with nature, and how city-living can get in the way. Then, we used what we learned to create something beautiful.

First, we collaborated with a digital artist to give three iconic London landmarks a stunning floral makeover, covering them completely with virtual flowers and plants. This content formed part of a paid partnership with Time Out magazine, sowing the seeds of the campaign to an engaged urban audience.

Then, we took things IRL with The Serene House, a verdant plant and flower-filled pop-up, designed to bring Londoners closer to nature. This little pocket of peace, overflowing with colour and life, concealed a meditation area amidst its greenery. We invited the public as well as paid and organic influencers to enjoy the space, and share their experiences after.

The campaign garnered impressive earned coverage and some fantastic influencer posts, all contributing to a total reach of 104 million. Best of all, we brought flower power to the city – just when it was needed the most.