Deck outlining 'Animal Heroes' campaign created for Vauxhall City Farm by Made In Lambeth

1. ANIMAL
HEROES
A CAMPAIGN TO PROMOTE VCF

2. THE CHALLENGE
PEOPLE LOVE VAUXHALL CITY FARM AS SOON AS THEY VISIT
IT FOR THE FIRST TIME
THE ISSUE IS NOT MANY PEOPLE KNOW THAT VAUXHALL CITY
FARM IS THERE OR WHAT IT DOES
THEREFORE THE CHALLENGE IS HOW DO WE RAISE
AWARENESS OF THE FARM TO PEOPLE IN THE LOCAL
COMMUNTIY WITHOUT BREAKING THE BANK?

3. CAMPAIGN OBJECTIVES
>RAISE AWARENESS
• 1000 NEW TWITTER FOLLOWERS (1,200 to 2,200)
• 500 NEW FACEBOOK LIKES (900 to 1,400)
>INCREASE VISITORS
• 200 NEW VISITORS (MEASURED VIA 100 STICKERS
RECLAIMED)

4. THE IDEA
>ANIMAL HEROES
THE ARE MANY GREAT THINGS ABOUT A DAY OUT AT
VAUXHALL CITY FARM – FROM THE GARDENS, TO THE
SPINNERS TO THE QUIRKY ARCHITECTURE
BUT THE THING THAT IS TRULY SPECIAL ABOUT A DAY OUT AT
THE FARM ARE THE ANIMALS
THEY ARE THE REAL REASON PEOPLE CHOOSE TO VISIT
OUR CAMPAIGN AIMS TO CELEBRATE THE HEROES OF THE
FARM

5. DAD MUM
GRAN &
GRANDAD
YOUNGER
KIDS
(UNDER 8s)
OLDER
KIDS
(OVER 9s)
>5 TARGET AUDIENCES
>5 ANIMALS
ALTERNATIVE
DAY OUT
ETHICAL
CHOICE
CHILLED OUT
OASIS
FUN AND
PLAY
ADVENTURE
AND
EXPLORATION
>5 BENEFITS OF GOING TO FARM
TREVOR
THE
TURKEY
BEN THE
ALPACA
JENNY
THE PIG
JEAN-
PIERRE
THE
RABBIT
BARNEY
THE GOAT

6. WHATS YOUR NAME?
TREVOR THE TURKEY
WHO ARE YOUR FAVOURITE VISITORS?
DAD
WHO ARE YOU HEROES?
ZIGGY STARDUST, PINK FLOYD
WHAT DO YOU LOVE THE FARM?
I HAVE SUCH AN AMAZING TIME HERE, ESPECIALLY AT
CHRISTMAS. I LOVE HANGING OUT WITH MY MATE
WEBSTER. ITS AN ALTERNATIVE PLACE IN THE CITY TO YOUR
USUAL PARKS AND PUBS PEOPLE BRING THEIR FRIENDS
HERE, THEIR FAMILY IT’S GREAT.
WHATS YOUR JOB AT THE FARM?
I’M THE LEAD SINGER OF THE FARM BAND, THE GIZZARDS,
WEBSTER’S THE BASSEST - I PLAY LEAD GUITAR AND SING.
BOB THE SHEEP OCCASIONALLY DOES BACKING VOCALS.
WHO IS YOUR BEST FRIEND?
ONE WORD. WEBSTER.
WHY WOULD YOU TELL SOMEONE TO COME
AND VISIT YOU?
YOU GET MEET LIKE MINDED PEOPLE AND ANIMALS, IF YOU
DON’T THINK LIKE EVERYONE ELSE THIS IS A GREAT PLACE
TO HANG OUT. WEBSTER AND I WILL SHOW YOU ALL THE
SIGHTS.

7. WHATS YOUR NAME?
JENNY THE PIG
WHO ARE YOUR FAVOURITE VISITORS?
GRANDMA AND GRANDAD
WHO ARE YOU HEROES?
BOB MARLEY, THE CITY FARM FEEDER PERSON
WHAT DO YOU LOVE THE FARM?
ITS A CHILLED OUT OASIS IN THE MIDDLE OF THE
CONCRETE JUNGLE. I LIKE THE PEACE AND QUIET
AND THE GRASS.
WHATS YOUR JOB AT THE FARM?
I KEEP EVERYONE CALM AND AFTER I’VE HAD A
HAIRCUT I CAN KEEP YOU WARM WITH MY FAT HA HA
HA.
WHO IS YOUR BEST FRIEND?
MY BEST FRIEND THE DJ THE HORSE, HE PLAYS
SOME REALLY CRACKING TUNES.
WHY WOULD YOU TELL SOMEONE TO COME
AND VISIT YOU?
COME AND VISIT ME AND I’LL TELL YOU ALL ABOUT
THE CALMING BENEFITS OF NATURE. I’LL SHOW YOU
WHERE YOUR JUMPER CAME FROM AND I MIGHT
EVEN SING YOU A SONG...BAH BAH BLACK SHEEP.

8. WHATS YOUR NAME?
BEN THE ALPACA
WHO ARE YOUR FAVOURITE VISITORS?
YUMMY MUMMIES
WHO ARE YOU HEROES?
ANYONE WHO LOVES ORGANIC FOOD...ALPACA WOOL
(HUGH FERNELY WHITTINGSTALL)
WHAT DO YOU LOVE THE FARM?
I REALLY LOVE THE FARM BECAUSE THERE ISN’T A PECKING
ORDER, EVERYONE GETS ON REALLY WELL. ALL ANIMALS
ARE EQUAL AFTERALL! I LIKE SEEING ALL THE CHILDREN
VISITING THE FARM WITH THEIR MUMS AND DADS. I LIKE
THAT KIDS GET THE OPPORTUNITY TO SEE WHERE THEIR
FOOD COMES FROM.
WHATS YOUR JOB AT THE FARM?
THE CHIEF EGG PRODUCER AND MOTHER HEN TO ALL.
WHO IS YOUR BEST FRIEND?
ALL THE ANIMALS, I’M NOT GOING TO PUT ALL MY EGGS IN
ONE BASKET.
WHY WOULD YOU TELL SOMEONE TO COME
AND VISIT YOU?
I’D TELL THEM TO ASK FOR ME AT THE DOOR AND I’LL TELL
THEM ALL ABOUT WHERE THEIR FOOD COMES FROM, WHY
IT’S IMPORTANT TO BE OUTSIDE IN NATURE AND WHAT IS
THE BEST WAY TO BOIL AN EGG.

9. WHATS YOUR NAME?
JEAN PIERRE THE RABBIT
WHO ARE YOUR FAVOURITE VISITORS?
THE YOUNG KIDS
WHO ARE YOU HEROES?
PEPPA PIG, RASTAMOUSE
WHAT DO YOU LOVE THE FARM?
IT’S A VERY FRIENDLY PLACE AND NEAR AN ALLOTMENT FOR
ALL MY CARROT BASED NEEDS. I LIKE PLAYING WITH THE
CHILDREN WHO COME TO VISIT AND MAKING NEW
FRIENDS.
WHATS YOUR JOB AT THE FARM?
I AM HEAD OF CUDDLES.
WHO IS YOUR BEST FRIEND?
I REALLY LIKE THE APLACAS, THEY’RE SO MUCH FUN AND
HAVE SILLY LONG FACES.
WHY WOULD YOU TELL SOMEONE TO COME
AND VISIT YOU?
BECAUSE ITS ALL THE FUN OF A FARM...ON A FARM. AND
YOU CAN MAKE NEW FRIENDS AND LEARN NEW THINGS.

10. WHATS YOUR NAME?
BARNEY THE GOAT
WHO ARE YOUR FAVOURITE VISITORS?
KIDS WHO ARE A BIT OLDER (OVER 9)
WHO ARE YOU HEROES?
THE BIG HORSES!
WHAT DO YOU LOVE THE FARM?
IT’S ADVENTUROUS AND FUN. YOU CAN GET UP TO ALL
SORTS HERE, MEETING THE ANIMALS, LOOKING AT THE
WORMERY, TALKING TO TREVOR
WHATS YOUR JOB AT THE FARM?
BREAKING THE RULES, FINDING NEW BITS OF THE FARM,
GETTING IN WITH THE BIG GUYS.
WHO IS YOUR BEST FRIEND?
EACH OTHER
WHY WOULD YOU TELL SOMEONE TO COME
AND VISIT YOU?
WE KNOW THIS FARM LIKE THE BACK OF OUR HOOVES,
WE’LL SHOW YOU THE BEST BITS OF THE FARM. SADDLE UP
PEOPLE.

11. 6 WEEKS
SOCIAL MEDIA
>TWITTER
>FACEBOOK
OUTDOOR
>POSTERS
>STICKERS
>SIGNAGE

12. SOCIAL MEDIA STRATEGY
TWITTER
@VAUXHALLFARM
ANIMAL WEDNESDAY TAKEOVERS
>5 ANIMALS, 5 PERSONALITIES, 5 DAYS
>TAKEOVER OF @VAUXHALLFARM HANDLE, PROFILE PICTURE AND BACKGROUND
>ANIMALS TWEET FROM THE PERSPECTIVE OF THEIR UNIQUE PERSONALITIES,
TRAITS
>EACH ANIMAL TARGETED AT ENGAGING THEIR SPECIFIC AUDIENCE
>BEFORE LAUNCHING TAKEOVERS VCF SENDS TEASER TWEET THAT THE ANIMALS
ARE TAKING OVER

13. JENNY THE
PIG
BEN THE
ALPACA
TREVOR THE
TURKEY
JEAN-PIERRE
THE RABBIT
#PIGPARABLES#ALPACAPARTY#TURKEYTRUTHS
GARY THE
GOAT
#RABBITING #GOATINGOFF
WED 1 / DAD WED 2 / MUM WED 3 / GRAN WED 4 / <8s WED 5 / >9s
DID YOU KNOW
RABBITS RUN IN ZIG
ZAGS? IT’S THE BEST
WAY TO OUTWIT OUR
PESKY PREDATORS.
TRY IT YOURSELF IN
THE PLAYGROUND…!
BEST BEHAVIOUR AT
#VAUXHALLCITYFARM
PLEASE, ELSE I’LL
KNOW!
MY FIELD OF VISION
IS 360 DEGREES SO I
CAN SEE BEHIND ME
WITHOUT TURNING
MY HEAD!
MOST OF US ANIMALS
AT
#VAUXHALLCITYFARM
CAN SEE BETTER
THAN HUMANS IN THE
DARK. BUT GOAT
EYES ARE
RECTANGULAR –
IDEAL FOR THE JOB!
THE WHOLE HUMAN
RACE OWES GOATS A
GREAT DEBT. LITTLE
KNOWN FACT THAT
WE DISCOVERED
COFFEE. WE’RE
SMART LIKE THAT! ;)
US GOATS LOVE A
GOOD ADVENTURE
AND ARE GREAT
SWIMMERS (AND YOU
THOUGHT WE JUST
HUNG OUT ON
MOUNTAINS!)
SOME OF US HAVE
CURLY TAILS. SOME
OF US HAVE CURLY
TALES
OUR HAIR IS USED IN
ARTISTS BRUSHES,
DON’T YOU KNOW
I PREFER TO SLEEP
NOSE TO NOSE WITH
MY HUSBANED BEN,
NEVER TAIL TO TAIL!
HELLO EVERYONE,
IT'S BEN THE ALPACA
HERE REPRESENTING
#VAUXHALL CITY
FARM ON THE
TWITTERSPHERE
TODAY!
WHY DON'T I START
MY TWITTER TENURE
BY REGALING YOU ALL
WITH SOME FACTS
ABOUT MY SPECIES?
#ALPACAS
@VAUXHALLFARM
ALPACAS ARE
USUALLY SHORN
ANNUALLY AND
PRODUCE ABOUT 5-
8LBS OF FLEECE A
YEAR. #ALPACAS
@VAUXHALLFARM
TREVOR THE TURKEY
HERE. SELF-
APPOINTED
PRESIDENT OF THE
ANIMALS AT
#VAUXHALL CITY
FARM. ASK ME A
QUESTION AT
#TURKEYTRUTHS
#TURKEYTRUTHS I’M
THE ONLY ANIMAL AT
#VAUXHALL CITY
FARM WHO CAN
CHANGE HIS COLOUR.
FACT
I HAVE MANY
FEATHERED FRIENDS
AT #VAUXHALL CITY
FARM – DUCKS, HENS
& CHICKENS. COME
VISIT US WEDS TO
SUN 10AM-4PM

14. TWITTER TAKEOVER

15. POSTER

16. STICKER CAMPAIGN
“did you know I was
the first animal to
discover coffee
beans?” #goatingoff

17. OUTDOOR ADVERTISING / SIGNAGE

29. #OUTTAKES

30. #OUTTAKES

31. #OUTTAKES

32. #OUTTAKES