Growing the Medium in Ireland…..literally!

In order to highlight the natural and Irish origin of Tesco beef products, PML in Dublin produced a very different type of OOH campaign. In a media first in Ireland, naturally grown grass was placed on 48 Sheets, 96 Sheets and bus shelter 6 Sheets. Various seeds of grass that are used by Irish farmers were also used for the billboards and when the grass was grown it was attached to the panels using a mesh. The grass continues to grow as normal while on display and so requires daily watering. The grass will be replanted after the campaign.
PML worked with Initiative Media and Rothco creative agency on the campaign.