Nature Shaped Britannia and It Can Shape You Too

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. 

And now, Britannia and Talented, in partnership with Coral Media and MOMS Outdoor, is taking it a step further. 

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.