Ordnance Survey

Turning #getoutsideday into #getoutsideinside

Ord­nance Survey Turn­ing #getout­side­day into #getout­sidein­side

Ordnance Survey have been mapping Great Britain since 1791. Synonymous with adventure, exploration and exhilaration, we were excited to help them build on the success of their annual Get Outside Day with an adrenalin-packed video. That was our first project in 2019. Fast-forward six months and we were challenged to help them spread the message again but, this time, showing how people could embrace the great outdoors safely at home, in the wake of the coronavirus outbreak.

2020 Get Out­side Day

Listen

Research told us 20million peo­ple in the UK want to get out more, but don’t. Ord­nance Sur­vey already had a plan to reverse that trend with the launch of Get Out­side Day. Their nation­al aware­ness day was planned for Sun­day, 29th Sep­tem­ber, 2019. OS had done a bril­liant job pro­mot­ing the cam­paign in the weeks before, but how could they keep the momen­tum kept going after the event?

Plan

Despite the awful weath­er, we knew lots of peo­ple had tak­en part and post­ed their pho­tos on Insta­gram, Twit­ter and Face­book. So, we sug­gest­ed select­ing some of the best ones and request­ing per­mis­sion to use them. The idea being to cre­ate a 30-sec­ond video that would hope­ful­ly inspire more peo­ple to get outside. 

There was a great selec­tion of shots to choose from – strollers, swim­mers, fam­i­lies, fur­ry friends – peo­ple of all walks of life, ages and abil­i­ties com­ing togeth­er on one day to get out­side and enjoy the fresh air. Best of all, they weren’t glossy pro­mo­tion­al shots fea­tur­ing mod­els who’ve prob­a­bly nev­er got their wellies wet. They were real peo­ple hav­ing real adventures.

Deliver

We con­tact­ed each poster, on behalf of Ord­nance Sur­vey, to make sure they were hap­py for their pic­ture to be part of the cam­paign video and start­ed piec­ing them togeth­er to retell the day’s events in a mem­o­rable way. 

The video was writ­ten, craft­ed and edit­ed in-house. It was then post­ed on the Ord­nance Sur­vey web­site as part of their recruit­ment dri­ve to attract more OS GetOut­side Cham­pi­ons. These are vol­un­teers who want to use their sto­ries, expe­ri­ences, top tips and activ­i­ty guides to inspire, encour­age and moti­vate oth­ers to get outside”. 

We want­ed to keep build­ing on the suc­cess of Get Out­side Day and encour­age more peo­ple to get out­doors. Then, in March 2020, the nation went into lock­down. How could we encour­age peo­ple to get out, while stay­ing in? Ord­nance Sur­vey start­ed work­ing with over 50 out­door brands to brain­storm ideas peo­ple could enjoy safe­ly at home. We cre­at­ed a sec­ond video, with the propo­si­tion Get Out­side, Inside’ to com­ple­ment their online activity. 

The refreshed web­site is full of fun activ­i­ties, such as nature quizzes, gar­den camp­ing cook­outs, adven­ture games and more. As the restric­tions start to lift and peo­ple ven­ture out more, we’re look­ing for­ward to sup­port­ing the OS in their core mes­sage to get out­side but stay safe. 

Os imac mockup