Britannia & Talented share ‘Nature Shapes Britannia’ manual to help future advertisers

Britannia and Talented, in partnership with Coral Media and MOMS Outdoor, have shared a manual for their acclaimed sustainable "Nature Shapes Britannia" OOH campaign.

"Advertising that works with nature instead of competing against it—that was the vision behind Nature Shapes Britannia, a biodegradable OOH series in which billboards literally take the shape of trees around them. Visually and metaphorically, the campaign establishes how the brand adapts to nature, not the other way around," read their press note.

"We’re open-sourcing the Nature Shapes Britannia manual so the research, learnings, including but not limited to the trial-and-error that went into designing billboards that fit around trees (instead of cutting them down), is now available for future advertisers to use at the handpicked sites.

"We scouted resilient trees, mapped their organic silhouettes, and built billboards that didn’t just stand next to nature but became part of it. Now, we’re handing over the playbook so that brands, agencies, and media planners can launch their own Pedh Partnerships at these sites.

"Whether you're looking to adopt this approach or just curious about what went into it, the manual breaks it down—from auditioning trees to designing billboards and mounting them sustainably. It’s not just about outdoor advertising; it’s about a mindset shift," said the press note.

The trees decide the art direction & typography of the billboards next to them: they decide how to ‘shape’ Britannia. Making the brand name sometimes curve down, sometimes up, sometimes cramping it, sometimes making it bounce. Reflecting the co-operative, adaptive mindset large brands need to have on-ground to make progress in sustainability.

The campaign’s creative agency, Talented worked with multiple media partners to bring alive a unique media strategy that’s counterintuitive to conventional billboard selection process. Since media agencies don’t keep active data of billboards ‘blocked by trees’ in top Indian cities, the selection process involved boots on the ground.