Tasked with capturing the public imagination to mark Nat Geo WILD’s Big Cat Week, Premier conceived a unique and impactful publicity stunt for client Fox TV International in February.
Highlighting the stark reality that time is running out for lions in the wild as populations halve every twenty years, Premier created a fifth lion statue in Trafalgar Square made entirely from hundreds of clock parts. The lion, over three metres wide, stood alongside the four bronze lions in the square after being unveiled by Countdown and It’s Not Rocket Science’s Rachel Riley.
The stunt, which took several months of planning and a month sculpting, delivered coverage in over 19 newspapers, two TV shows and featured on over forty websites. Coverage included Evening Standard, Daily Mirror, The Times, Express, Independent– i, Mail Online, Sky News and London Live.
It attracted over 13 million impressions on twitter, including tweets from Leona Lewis, Rachel Riley and Rufus Hound. Rachel Riley, who unveiled the statue, said: “I’m a huge cat lover both big and small but the plight of our big cats is alarming. You don’t need a maths degree to notice the staggering decline in lion populations. For every ten lions on the planet 100 years ago, only one roams free today, which really puts the issue into perspective. Big Cat Week on Nat Geo WILD brings home these very real dangers threatening lions and other big cats around the world, as well as showing them in all their majesty in the wild.”