Working with Pearl & Dean, we explored how premium cinema audiences think and feel about environmental sustainability, and whether cinema could genuinely drive engagement beyond awareness. The challenge was to move past surface attitudes and test whether a purpose-led campaign could feel authentic, relevant and impactful in an immersive cinema setting.

By examining lived experiences of sustainability and audience reactions to the Wild Spaces campaign, we assessed its impact on brand perceptions, credibility and intent to act, including behaviours linked to National Parks. By applying the Theory of Planned Behaviour to our research design, we demonstrated cinema’s distinctive ability to deliver emotionally powerful storytelling that resonates with premium audiences and motivates meaningful behaviour change.