Research shows that 73% of Gen Z would watch nature content if it was more exciting. A further 30% say they feel disconnected from nature – something our not-for-profit client, On the Edge, is doing its darndest to rectify by blending natural history with pop culture. And where better to start than with drag?!

Our recent campaign sees Emmy award-winning entertainer and LGBTQ+ icon, Bob the Drag Queen, joining forces with On the Edge to release a nature-inspired club banger called ‘Giant Armadillo’ to support conservation efforts and prevent the species from becoming endangered.

As part of the campaign, a huge mural of a giant armadillo has been unveiled in Manchester’s Northern Quarter with the support of UK queens and drag race royalty Tia Kofi, Lill, Banksie, Actavia and Liquorice Black. In a bid to raise awareness of On the Edge’s mission and to ‘get Dillo to Christmas #1’, the queens hot footed their way from Gaydio to Hits Radio Pride on launch day to release ‘Giant Armadillo’ into the world. Pop it on your playlist and turn up the volume for nature this Christmas.