Rooster was tasked with raising awareness of Vastint UK’s Leeds development, launching brand Aire Park, and driving footfall to Light Night Leeds.

The new multi-purpose district will bring a large park to the centre of Leeds as well as new homes, restaurants and offices – transforming the South Bank.

With 500+ new trees set to be planted, our insight was to literally let the trees take over Leeds! So we commissioned beautifully lit up walking, talking ‘Dream Trees’ to be one of only eight acts in the Light Night parade.

Following extensive media sell-in, the results included more than 50 pieces of coverage – featuring in BBC’s headline video on Light Night and an interview with Vastint UK’s managing director in the Yorkshire Evening Post, a key regional target.

But of course the real highlight was seeing the circa 80,000 visitor’s faces light up in the crowds as our mesmerising ‘Dream Trees’ walked past!