Extra Time With Nature
Photography / Catherine Hyland
Agency / VCCP
Stills & Experiential
2025
What if nature was part of football culture?
Extra Time with Nature puts the wild side of the beautiful game in the spotlight, featuring real Field Lane Football Club players on billboards across the UK. The campaign challenges amateur footballers to look beyond the pitch and see nature as part of their game.
With a matchday foraging experience, led by footballer Tom Davies and foraging expert Jamie Quince Starkey, players trade tactics for wild ingredients, creating a team pie from their local landscape.
Shot by Catherine Hyland, the visuals capture players mesmerised by the nature around them, paired with playful, football-inspired headlines like “Caught Bird Watching Again.”
As the production partner for this bold new campaign, we collaborated with VCCP’s creatives Jake Wiseman and James Ginn to launch Extra Time with Nature, part of the latest Agency for Nature initiative.
With young people in the UK ranking lowest in nature connection across Europe, this movement is embedding nature into youth culture in new and unexpected ways.
"Amateur footballers spend every weekend in nature, yet their connection rarely goes beyond the 90 minutes on the pitch. This campaign aims to change that.” Jake Wiseman & James Ginn, VCCP
