News Desk, News Nation 360 : Britannia, a long-time customer of the outdoor advertising company and one of India's biggest and oldest FMCG advertisers, changed the way people think about outdoor advertising. In its most recent campaign, Britannia let nature take centre stage to showcase its longstanding ESG commitments and demonstrate the brand's ongoing dedication to sustainable practices. literally. Nature Shapes Britannia" by Britania is a path-breaking OOH campaign that redefines the very definition of outdoor advertising. Rather than imposing its message on the environment, this series of billboards simply merges with the surrounding trees and takes their shape. The metaphorical, as well as visual uniqueness of this approach, underscores how Britannia would adapt to nature and sustainability above all else. Each billboard features the brand's movement in different environmental areas, ranging from plastic neutrality and waste management to water stewardship and energy efficiency. The trees determine the art direction and typography and even the curve, slant, and compression of the brand name, echoing the flexible and collaborative nature that big organizations need to embrace to succeed in sustainability goals. This creative campaign, designed by Talented, required a media strategy that defied traditional billboard selection methods. Since no information was readily available about trees obscuring billboards, the team used a ground-level approach, literally scouting locations to identify the perfect tree-billboard pairings. Amit Doshi, Chief Marketing Officer, Britannia stated that Britannia has demonstrated a strong commitment to its strategy ESG pillars and to being a sustainable organisation. They've discovered throughout the years that sustainability requires a thoughtful, flexible, and adaptable approach. This project exemplifies this adaptable strategy, with nature forming "Britannia." To demonstrate their dedication to the cause they are promoting, the crew made sure that even the hoardings' material was 100% cotton biodegradable.
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