Project Title:

Cutting Hedge Research


TrimBot2020 Project

Participating Partners:

Horizon 2020

EU Commission

Robert Bosch GmbH

University of Edinburgh

ETH Zurich

Wageningen University and Research

University of Amsterdam

University of Freiburg

University of Groningen

The Brief: Tell the story of the world's first autonomous gardening robot made possible due to game changing breakthroughs in computer vision and integrated robotics from a collaboration betwen eight world class partners across five countries.

In under 10 minutes.

Campaign Director: Raquel Sofer



1 x 7m documentary short film: Cutting Hedge Research

1 x digital media centre:

1  x formal media launch directed by Akasha and implemented by U of E press office

Results: national print media converage, brodcast media pickup including BBC Radio 4 Today program & ITV coverage.
BBC Today programme audience numbers alone: 7m per week.

Estimated overall campaign reach: 500,000+

Heading 6

Project Title:

Inspace presents: ASIMO: Do Androids Dream?

Client and Participating Partners: Inspace + Edinburgh International Science Festival + Honda

The Brief: Launch a public engagement lab, Inspace, owned by University of Edinburgh's School of Informatics for science and AI led storytelling in Edinburgh.

Campaign Director: Raquel Sofer

Self Shooting Video Director and Editor: Stuart Brown


Campaign: Bring the then most advanced humanoid in the world, ASIMO, to Edinburgh for a live lecture showcasing groundbreaking research from Edinburgh leading robotics worldwide. Announce the imminent launch of Inspace at the beginning and end of each lecture. Schedule lecture during International Science Festival to connect with wanted audience demographic for live lecture and launch messaging and materials.

1 x 90m live scripted experiential science lecture featuring ASIMO

1 x 40m recording of the show

1 x 8m documentary short  on the making of the show

30,000 x flyers and poster announcing Inspace launch

Results: 10 x sell out performances at 800 capacity McEwan Hall of live lecture over 4-5 April.

8,000+ people in person attendance. National print and broadcast media coverage.

All three project partners hosted a press day for national and international print and broadcast media.

Stories broadcast and printed across: BBC, ITV, The Guardian and more.

Estimated campaing reach: 500,000+

Inspace launched in Sep 2009 and its programming experienced 90% capacity at every exhibition and event during its first 12 months. [Source: University of Edinburgh Annual Review 2009/10 Report.]