Future-Proofing a Heritage Brand for a New Generation
Lead Strategic & Creative Agency
Strategic Positioning
Social-first Content Creation
Product Photography
AV Production
Influencer Campaigns
E-commerce Strategy
Brand & Content Toolkit
YouTube, Meta & TikTok
Corporate Comms
The Challenge
Ordnance Survey is one of Britain’s most iconic brands, but its audience was ageing fast. OS Maps needed to stay relevant by connecting with a younger, app-first generation - one that’s more likely to explore TikTok than the countryside.
The problem is that Gen Zs don’t listen to brands. They listen to people. They’re indoorsy, chronically online, and allergic to anything that feels forced or fake.
Our job was to change that. To make the outdoors feel fun, social, and worth sharing.
The Insight
We live in a world of constant scrolling, endless content, and filtered experiences. Real-life connection is getting lost.
For younger audiences, the outdoors doesn’t need to be positioned as ‘healthy’ or ‘wholesome’. It needs to be something you’d actually want to do.
That’s where Touch Grass came from. A Gen Z internet phrase reimagined as an encouragement to get outside and live a little.
The results
The Community
Above all, Ordnance Survey needed to feel community-led. Made by people, for people.
We focused on friendship groups that felt real. People you actually recognise - imperfect, relatable, and always up for a laugh.
We also showed the outdoors the way it really is: muddy, unpredictable, and brilliant.
The Impact
What started as a phrase became a movement.
We helped Ordnance Survey shake off the ‘dusty map’ stereotype and inspire a new generation to rediscover the outdoors in their own way.
Because when you make the outdoors feel real, social, and fun, people don’t just explore it. They share it.
More nice things
