While most advertisers seek out billboards with unobstructed sightlines, India-based food products company Britannia recently did the opposite, installing units that had to adapt to the shape of surrounding trees like puzzle pieces instead of standard rectangles. Launched in January 2025 across four Indian cities, the Nature Shapes Britannia campaign aims to convey that the company is adapting to natures needs. Each biodegradable billboard highlights key sustainability efforts, including plastic neutrality and water stewardship, with typography and layouts bending to the natural contours of adjacent greenery.
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