Britannia & Talented open sources the manual for its latest sustainability campaign – Nature Shapes Britannia

Advertising that works with nature rather than competing against it was the vision behind Nature Shapes Britannia, a biodegradable OOH series where billboards were designed to take the shape of the trees around them. Both visually and metaphorically, the campaign demonstrated how the brand adapts to nature, rather than forcing nature to adapt to it. 

Now, Britannia and Talented, in partnership with Coral Media and MOMS Outdoor, are taking this initiative a step further. They are open-sourcing the Nature Shapes Britannia manual, making the research, insights, and even the trial-and-error processes behind designing tree-friendly billboards accessible for future advertisers at the specially chosen sites. 

The campaign involved scouting resilient trees, mapping their organic silhouettes, and creating billboards that not only coexisted with nature but became an integral part of it. By releasing this manual, Britannia and its partners are inviting brands, agencies, and media planners to utilize these insights and launch their own Pedh Partnerships at these locations. 

The manual provides a comprehensive guide, covering every step from selecting suitable trees to designing and sustainably mounting the billboards. It represents more than just a new approach to outdoor advertising—it embodies a transformative shift in mindset towards harmonizing brand messaging with the natural environment.