Located in the London borough of Lambeth, this ingenious living garden billboard by ad agency Wildstone doubles as an urban garden. The innovative project showcases the need for such resources in a city as densely populated as London, while it also suggests a potential opportunity for brands to invest in community infrastructure as part of an official marketing campaign.
The living billboard in Lambeth was a collaborative effort, with several local charities working with Wildstone and the Lambeth Council to devise and orchestrate the installation. The garden will be maintained by local charities the Oasis Community Farm and Eat Work Art.
The structure itself is made of sustainable oak, while the modular system is generally made up of large planters featuring plants, shrubs and vegetables.
What Makes This Trend Stand Out
- Community Infrastructure Investment
- Brands could explore investing in community infrastructure as part of their marketing campaigns, such as supporting urban gardens.
- Sustainable Advertising
- Incorporating sustainable materials and practices into billboard structures, like using oak and planting vegetation, could be a disruptive innovation opportunity.
- Urban Farming
- The development of urban gardens on billboards demonstrates the potential for integrating farming practices into densely populated cities.
Sectors Adopting This
- Advertising
- The advertising industry could embrace the idea of turning billboards into functional and sustainable urban gardens.
- Charities
- Charities could partner with brands to create collaborative projects that benefit local communities through initiatives like the living garden billboard.
- Agriculture
- The agriculture industry can explore new ways to incorporate urban farming into city landscapes, like utilizing billboards as platforms for growing plants and vegetables.
