O2's innovative living billboard in Shoreditch, London highlights their sustainability message and encourages audiences to be more environmentally friendly
UK-based telecommunications brand O2 surprised people in East London in August 2020 with a ‘living billboard’, highlighting its sustainability message and encouraging audiences to live a more environmentally friendly lifestyle. The simple yet incredibly innovative Large Format campaign featured moss and hundreds of pistachio stems, all of which grew during the two-week campaign period to reveal the brand’s eco-friendly message. In addition, recyclable A6 posters made from wildflower seeds with clever headlines such as “You grow girl” and “Sow helping the planet right now”, were posted below the billboard so passers-by could peel them off and grow their own plants at home.
This topical campaign came to fruition as a result of behavioural changes brought about by the COVID-19 pandemic. Tracey Herald, head of partnerships and social impact at O2 said: “Over the past few months, we’ve all seen the profound impact changing behaviours can have on the environment. We want to encourage the nation to keep up the good work and return to the new normal in a more environmentally friendly way.”
O2 has implemented a number of changes to its business model to become more sustainable and eco-friendly, including investing 400 million pounds in renewable energy and recycling more than three million devices.