Core disciplines: Advertising/Creative, Brand strategy, Integrated marketing






Over 100,000 people have left gifts in their Wills to Cancer Research UK, funding a third of the charity’s vital and lifesaving research. Naturally people don’t like to think about dying, and most aren’t even aware of the impact a gift left in their Will could make.

We needed to demonstrate the sheer scale and impact these 100,000 people had made, and celebrate each and every one of them in a meaningful experience that would drive talkability and ultimately inspire others to do the same in the future.


Introducing the ‘The Life Garden’ the world’s first virtual tribute garden, a beautiful virtual reality experience that holds over over 100,000 flowers – each one commemorating a person who had left a gift in their Will.

Launching the experience at the RHS Hampton Court Palace Flower Show with a physical garden (mirroring the virtual experience) allowed us combine the real with the virtual worlds in one seamless experience.


  • 150,000 people visited the garden at Hampton Court.
  • 2.5 million people saw the garden on the BBC.
  • 23% of adults in the UK were reached through PR and unpaid media.
  • A 416% increase in traffic to the Cancer Research UK legacy webpage.
  • The garden received a Bronze Show Garden Award at the RHS Hampton Court Palace Flower Show.




IAB Creative Showcase:

Winner: Most Creative for a Cause 

Nominated: Most Creative Use of an Emerging technology

Direct Marketing Awards:

Gold: Best Use of Experiential

Bronze: Best Creative Solution or Innovation

Bronze: Best Use of Technology

Nominated: Best Charity Campaign

Do Different Awards (MAA):

Gold: Best Idea

Drum Marketing Awards:

Gold: Best Use of VR

Creative Circle Awards:

Silver: Best Use of Ambient / Guerilla

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