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Bringing Naturally Playful to Life for Birdworld

Birdworld is a place where families can discover, connect and play together in a world alive with nature. Following investment in its new play offer, we created a hero film and television advert to promote the full visitor experience and support long-term growth.

When people think of Birdworld, they think of birds. And rightly so – but, Birdworld offers so much more than that! From indoor and outdoor play to interactive talks, wildlife experiences and family adventures, there’s something new to discover around every corner.

The challenge was to capture all of this in a single hero film that would also become Birdworld’s first ever TV advert. We wanted to show that Birdworld isn’t just somewhere to see birds – it’s somewhere families can play, learn, explore and spend quality time together. Most importantly, we wanted to bring the Naturally Playful proposition to life in a way that felt authentic to the Birdworld experience.

The Challenge

With the film destined for TV in the peak summer holidays, we split filming across two dedicated shoot days to do the Birdworld experience justice, allowing us to capture a wider range of experiences, locations, and seasonal moments throughout the park.
With only a short time to catch the attention of families watching at home, we needed to avoid creating a film that felt like a list of attractions and instead tell a simple, engaging story that reflected what a day at Birdworld actually feels like. The goal was to help prospective visitors see the bigger picture. Not just what Birdworld has to offer, but how all of those experiences come together to create a naturally playful day out for the whole family.

Birdworld needed a stronger visual representation of the destination it had become, one that could communicate the breadth of the experience and support its ambition to attract more families, particularly those with children under 12 and multi-generational groups.

The Approach

To do the Birdworld experience justice, we split filming across two dedicated shoot days, allowing us to capture a wider range of experiences, locations, and seasonal moments throughout the park.

Working with child models and families, we carefully planned each shoot around the visitor journey, ensuring every scene felt natural and authentic. From colourful bird encounters and educational talks to adventure play, wildlife gardens and family picnic moments, every shot was selected to showcase a different side of Birdworld while maintaining a consistent story throughout.

The Outcome

For Birdworld’s first ever TV advert, the results speak for themselves. Running across Sky AdSmart and Sky VOD throughout the peak summer holidays, the film was targeted at local households with children and delivered 294,758 impressions, exceeding its target at 100.8%, while reaching 59.2% of those households. With each household seeing the film an average of 6.98 times, we were able to show families the bigger picture of Birdworld as a whole day of play, discovery and time together, rather than a list of attractions.

Sky VOD played a valuable role in extending that reach, with 21% of its audience not having seen the film through AdSmart, and a 4.4% click-through rate showed that viewers were curious enough to want to find out more, making this a really strong start for Naturally Playful on TV.