Outdoor advertising in Europe is responsible for an estimated 9,036,000 kg of C02 annually (Sources; Eyetease, European Commission), equivalent to 22,300,000 miles driven by a petrol vehicle (EPA). To remind Irish drivers of the zero carbon credentials of Ireland’s bestselling all-electric cars, Volkswagen’s ID.3 and ID.4, we had a duty to do so in a manner as extraordinary and sustainable as the zero carbon vehicles themselves.

So we turned to the humblest tool of them all: a pencil, and chose the biggest blank canvas of them all: a 48-sheet billboard. Using hand-picked traditional craft sign writers and illustrators, we hand-drew, in pencil, in-situ and over 48 hours an (almost) zero carbon billboard advertisement, simply yet powerfully highlighting the zero carbon credentials of the Volkswagen ID.3 and ID.4.