Sister London is proud to announce its latest collaboration with Canary Wharf Group, delivering a groundbreaking advertising campaign for the highly anticipated launch of Eden Dock. Tasked with creating an original campaign to celebrate the opening of Eden Dock, an urban oasis in the heart of Canary Wharf, developed in partnership with the Eden Project. Sister London developed a dynamic campaign identity, visual style and marketing materials aimed at engaging and educating both existing audiences and new visitors to the vibrant destination.
The campaign, rooted in the strapline ‘Making Nature Part of Wharf Life,’ positions Canary Wharf as an urban oasis where business, nature and people thrive together. Eden Dock is set to redefine the destination as a global example of best practice and innovation in an urban environment, inviting people to live, work and flourish in harmony with nature.
Reimagining Canary Wharf
Sister London’s campaign is designed to be a catalyst for change, challenging perceptions and drawing in a new wave of thinkers, influencers and audiences. At its core, the campaign seeks to solidify Canary Wharf’s position as a leading destination for sustainability and innovation, where Eden Dock becomes a central public space that enhances how people experience the Wharf.
From concept to execution, the campaign was rolled out in multiple phases. The initial phase utilised CGI imagery, which later transitioned to a photographic shoot featuring live models on-site. The campaign is visible across multiple platforms, including social media, Canary Wharf’s website and PR channels, as well as out-of-home digital screens and print advertisements throughout London.
Nature rising installation
In addition to the main campaign, Sister London presented a creative concept for a launch installation and was thrilled to win the pitch. Titled ‘Nature Rising,’ the installation features a collection of 8-feet-tall human-like figures made entirely from real moss and adorned with dried, sustainable flowers. These striking sculptures symbolise the synergy between people and nature, bringing the campaign’s message to life in the heart of Canary Wharf.
To further engage audiences, Sister London created bespoke moss footprints which were installed throughout Canary Wharf and placed across London. These footprints were used as part of a social media competition, generating buzz and excitement around the launch.
What’s next
The campaign has positioned Eden Dock as one of the most significant openings in London this year and the impact has been felt far and wide. As Canary Wharf continues its journey towards creating a place for both nature and people in London, Sister London remains committed to further enhancing the destination’s brand identity.
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