With an aim to promote the TV series Once Upon A Time, TVNZ executed an eco-friendly campaign. A 28m high hoarding was covered with beanstalk showcasing the show. The campaign idea was to depict fantasy in the real world. The beanstalk creative was borrowed from the theme of the show i.e. fairy tale characters set in the modern day, where Contagion New Zealand, an advertising agency turned the billboard into one of the most famous fairy tales.