Ordnance Survey
Turning #getoutsideday into #getoutsideinside
Ordnance Survey
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
Interpret + Define
Research told us 20 million 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 #GetOutsideDay.
This national awareness day is a chance for more people to get outside in nature, whether it's hiking up mountains or enjoying a dog walk in your local park.
The event was planned for Sunday, 29th September, 2019. OS had done a brilliant job promoting the campaign in the weeks before and our first job was to keep the momentum going after the event.
Imagine + Create
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.
Rise + Shine
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.