Mumbai: Britannia, in collaboration with Talented, Coral Media, and MOMS Outdoor, is taking its groundbreaking sustainability campaign Nature Shapes Britannia to new heights by open-sourcing the manual behind the innovative outdoor advertising initiative.
The Nature Shapes Britannia campaign made waves for its creative approach to outdoor advertising, where billboards not only complement nature but actively become part of it. Instead of competing with the natural surroundings, these biodegradable billboards were designed to take the shape of trees, establishing a harmonious relationship between the brand and the environment. The campaign visually and metaphorically reinforced how Britannia adapts to nature, rather than the other way around.
As part of its ongoing commitment to sustainability, Britannia, alongside its partners Talented, Coral Media, and MOMS Outdoor, has now made the process behind these one-of-a-kind billboards available to other brands and agencies. By open-sourcing the Nature Shapes Britannia manual, Britannia is empowering the industry to adopt similar initiatives, allowing other advertisers to learn from its research, insights, and the trial-and-error process that went into designing billboards that fit around trees, rather than cutting them down.
The manual breaks down the step-by-step process—from selecting trees that fit the design to creating sustainable billboards and mounting them without harming the environment. It’s not just about creating eco-friendly advertisements; it’s about fostering a fundamental mindset shift in how brands interact with the world around them.
With the Nature Shapes Britannia initiative, Britannia hopes to set a new standard in advertising—one that works with nature, rather than against it, and encourages other companies to consider sustainability in their campaigns. Brands and media planners looking to integrate this approach into their own outdoor campaigns can now easily access the research and guidelines from the open-sourced manual.
