The agency, advertiser, Coral Media, and MOMS Outdoor shared an open-source manual with the OOH campaign’s research and trial-and-error learnings.
With Coral Media and MOMS Outdoor, Britannia and Talented shared the manual for its successful “Nature Shapes Britannia” OOH campaign.
The biodegradable OOH series Nature Shapes Britannia, which mimics neighboring trees, was motivated by the idea of advertising that compliments nature rather than overpowers it. The advertisement visually and figuratively shows how the company adapts to nature, according to their press release.
The Nature Shapes Britannia manual is now open-sourced, so future advertisers can use the carefully chosen locations and benefit from the research and lessons learned, such as the trial-and-error of creating billboards that fit around trees rather than tearing them down.
“We found hardy trees, mapped their natural shapes, and built billboards that blended in rather than stood out. The template for media planners, agencies, and marketers to create Pedh Partnerships at these sites is now available.
“The manual covers everything from tree selection to environmentally friendly billboard installation, whether you wish to employ this method or not. The press release said, “It’s about a mentality shift, not just outdoor advertising.”
Trees “shape” Britain by selecting billboard font and design direction. This might make the brand name bounce, curve, or cramp. Showing how huge brands must collaborate and adapt to be sustainable.
The campaign’s creative agency, Talented, established an innovative media approach with several media partners that defied billboard selection. Because media businesses don’t track “blocked by trees” billboards in large Indian cities, the selection process requires on-the-ground work.
