VML

CHALLENGE

VML wanted to create a cultural moment. The brief: tell the story of a lab-grown leather made from Tyrannosaurus Rex DNA extracted from collagen proteins, a real collaboration between The Organoid Company, Lab-Grown Leather Ltd and VML. The goal was to generate international media attention, spark public debate and position VML as a pioneer in the creative application of emerging technologies. But to make the leap from bold concept to business credibility, they turned to Propeller.

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OUR APPROACH

We devised a PR strategy that fused science, sustainability and style into one story- led by a high-impact media plan. We began with a targeted exclusive in The Times, framing the story through a scientific lens with a culturally resonant hook. VML’s Global Chief Creative Officer, Innovation, Bas Korsten anchored the narrative, tying the innovation to broader ethical and commercial implications.
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From there, we rolled out a carefully phased approach:

• Exclusive launch story in The Times
• Media segmented by vertical (science, business, fashion, tech)
  
• Tailored outreach and exclusive access to scientific and creative leaders behind the science
  
• Prioritised outlets with global reach and reputational impact
  
  

Rather than a single media hit, we created a wave of interest – building from national press to international coverage across broadcast and online. The result was a sustained narrative that kept the campaign in the conversation and positioned VML at the intersection of innovation and ethics.

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RESULTS

• 107 global pieces of media coverage
  
• Titles included The Times, The Telegraph, Sky News, NBC, USA Today, Vice, NPR
  
• 124 million estimated views
  
• Total media reach of 804 million
  
• Cross-sector engagement across biotech, ethical fashion, science, and creative industries
• Elevated VML’s global profile as a boundary-pushing creative agency