Pick of the week: Paddington Trails

I absolutely love this campaign. At a time when we talk about advertising needing to enhance people’s lives (when I was at Cheil we termed this Lifeshare), this campaign for the new Paddington Bear film has turned advertising into a brilliant on-going tourist attraction through a really smart collaboration with Visit London.

A host of unique Paddington Bear statues, designed by the likes of David Beckham, Emma Watson, Nicole Kidman, Peter Capaldi and Boris Johnson can be found at landmarks across London including The Royal Opera House, Museum of London, Horse Guards Parade, the Museum of Childhood, Selfridges and, of course, Paddington Station. Here is my wife with my nephew at the Museum of London with Sherlock Bear, designed by Benedict Cumberbatch:

Sherlock Bear

What is also really smart is that the campaign itself is partly funded through a partnership with Barclays and at the end of the campaign, the bears will be going on auction with all the proceeds going to NSPCC, a charity that looks after children in the same way the Brown family looked after Paddington. I also like the fact that they have understood how social works and have found away to naturally get people involved in the campaign by just making sure the hashtag is prominent and do not have to force people to use it – they just will (I was entered automatically into their competition by simply using the hashtag in my photo):

Tweet

Anyway if you are in London and looking to find something to fill the poppy void, go find yourself a Paddington Bear here

My favourite is probably the Special Delivery Bear by Ben Wishaw in Covent Garden Market:
special-delivery-6bf792f389b9003438fc864534a5fa3b

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