Agency for Nature has launched a social first campaign to bring football fans closer to the outdoors.
Devised by creative agency VCCP, the campaign follows former England under-21 captain and foraging expert Jamie Quince-Starkey and Sheffield United midfielder Tom Davies as they visit Field Lane Football Club, in Derby.
Launched today (7 March) on TikTok and Instagram, the spot shows the group making match day pies from ingredients they gathered, including oyster mushrooms, nettle seeds and mugwort.
The add forms part of a wider marketing drive, titled ‘Extra Time with Nature’, which aims to “deepen the bond” between footballers and the environment.
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Davies said: “I’m proud to support initiatives that can redefine how we should be interacting with our planet. By incorporating sustainability into everyday passions like football, we can foster a culture of appreciation for nature and how it can benefit us all.”
Also starring players from Field Lane Football Club, the wider campaign will run across out-of-home billboard executions.
“Amateur footballers spend time in nature every weekend, yet their connection with it rarely goes beyond the 90 minutes they spend on a grass pitch,” said a statement from Jake Wiseman and James Ginn, creatives at VCCP.
“Extra Time with Nature aims to change that, encouraging them to appreciate the things around the pitches in the parks they play in a little bit more.”
