Breaking Britain out of the box

Integrated Brand Campaign

Creative Strategy
Campaign Platform
Hero Film
Cinema and Online Video
Practical Effects and Set Design
Social Content
Digital Experiences
Through-the-line Adaptation

The Challenge

Our digital lives are getting bigger, while our physical worlds are getting smaller.

Endless scrolling, relentless work and pressure to keep consuming have left many of us stuck in routines that do not feel particularly real.

Our challenge was to show how OS Maps could help people break out of those modern boxes and reconnect with the world around them.

Our Solution

We created Get Real, an integrated campaign encouraging Britain to swap screen time for green time.

The creative brings three familiar traps to life: doomscrolling, overworking and overconsumption. Each character is physically squeezed into a box of their own making, before breaking free into the outdoors.

It positions OS Maps as more than a navigation tool. It is a route out of routine and back into real life.

The problem

THE LONELY GENERATION

Young people are the most likely to feel lonely and isolated.

REACHING BURNOUT

84% of millennials report high levels of exhaustion

ADDICTED TO SCREENS

Under 30’s average 7 to 9 hours of daily screen time

Making the Idea Real

For a campaign about escaping artificial worlds, we wanted everything to feel properly physical.

Rather than relying on computer-generated environments, we created a series of handmade sets using practical effects, clever builds and in-camera techniques.

The result feels surreal, uncomfortable and instantly recognisable, while giving the campaign a distinctive visual world that could work across every channel.

Built Around the Consumer Journey

The hero creative was only the starting point.

We created dozens of adaptations across cinema, online video, social and digital, adjusting the message depending on where audiences were seeing it and what we wanted them to do next.

Some executions introduced the problem. Others encouraged people to find a local route, take a reality check or get straight into the OS Maps app.

This through-the-line approach turned one strong campaign thought into a connected journey from awareness to action.

More Than a Film

The campaign was extended into an interactive online experience, helping people discover which box they were stuck in and find their own route back to reality.

From doomscrollers and workaholics to those forever shopping for the next thing, every journey ended with a simple prompt.

Put the phone down. Pick a route up.
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