Brand Challenge

Increase awareness of giffgaff’s sustainability credentials and strengthen consideration through culturally relevant, purpose-led storytelling.

Response

Connecting Communities – a national cinema partnership with Wild Spaces for giffgaff.

Cinema and branded content partnership celebrating connection in the outdoors while supporting UK nature restoration projects.

Authentic storytelling filmed in North York Moors National Park, bringing giffgaff’s sustainability values and community focus to life for cinema audiences nationwide.

What is Wild Spaces?

Cinema advertising that funds nature restoration projects in our National Parks. The projects revive nature, boost biodiversity, and improve access.

We use cinema to emotively and effectively tell good news stories. Episodes of Wild Spaces are shown in cinemas nationwide. 

Each episode brings a project to life, celebrates a National Park, and highlights the advertisers who fund it.

Impact

• 24M+ admissions delivered to date for giffgaff.

• giffgaff’s association with Wild Spaces has had clear positive impact on giffgaff’s brand personality within a wider sustainability context.
  “I feel very positive about [Wild Spaces] because giffgaff is supporting a great cause and promoting environmental sustainability.” Male 25–24