The RHS needed a big campaign to encourage visitors to their five UK gardens. Thinking about why people should visit the RHS gardens (rather than any other place of nature) led to leaning into the unique curation and expertise that goes into every inch of an RHS space. It’s all designed to wow and delight – it’s about putting on a fantastic performance all day, every day. ‘The Greatest Show in Earth’ was the humble campaign line I came up with.