As part of O2’s “Go” campaign, which encourages users to try their hand at something new in the wake of lockdown, we were tasked with creating an activation for the “Go Green” aspect of the drive. During this period customers were offered prizes, incentives and opportunities to help them embrace greener lifestyles.

We needed to highlight the mobile network’s sustainability message and the benefits of living a greener life. To do this We created a “living billboard” of moss and hundreds of pistachio stems, all of which grew during the two-week period, at Shoreditch High street.

At the bottom of the billboard, passers-by were encouraged to interact with the campaign and rip off parts of the poster, made from wildflower seed paper, to take away and plant at home. The carbon on this campaign was offset, to make GO Green as environmentally friendly as possible.

Priority members were offered exclusive gardening-related rewards, a living wall tutorial and various prizes available on the O2 app whilst the Go Green campaign was live.

The Billboards were up for four weeks and over that time they saw a lot of footfall from the general public so much so that the seed paper was replaced twice to keep up with demand. It gained a large amount of attention from the media as well, resulting in a Gold at the DMA awards in the telecommunications category and Campaign Magazine’s ‘ad of the day’, it is also on their shortlist for their UK Experience Awards.