No Filter: Carlsberg Brings Nature To The City

Carlsberg Unfiltered, the new cloudy pilsner from Diageo, perfectly aligned its ‘natural’ theme for OOH and created an eco-friendly special build as part of its media plan.

Situated on the Golden Square on Wexford Street, over 1,300 plants were mounted onto the billboard to create the planted special, bringing an innovative sense of nature to the heart of the city.

Designed to promote the close relationship of the brand to nature, over 50 plant species of mixed variety contributed to the greenery. Herbs and scented plants added another dimension and engaged the senses of passers-by even further.

Once the cycle was complete, the plants were distributed among the Bridgefoot Street Community Garden, the St James’s Gate Millennium Community Garden and the new Roe & Co Distillery gardens, in an attempt to give a bit of greenery back to the Dublin 8 area, the home of Carlsberg in Ireland ensuring sustainability was at the core of the special.

The wider campaign saw a combination of Out of Home formats deliver mass awareness with the Tesco Live format hosting Carlsberg Unfiltered’s competition winner. Budding photographers were asked to send in a photo that ties in with the theme of “Nature in The City” with the winning shot featuring as part of the national campaign.

Orlagh Keane, Senior Account Manager, Source out of home commented;  Located in an area popular for socialising, Carlsberg Unfiltered are sure to make a statement that’s hard to miss and enables them to communicate and engage with their key demographic in a bold and eye-catching way. Reinforcing the USP of the brand, this living eco-wall will contribute in a small way to the air purification of Dublin city during their short stay.

Media: Carat

Creative: Design+

OOH Agency: Source out of home

Special Suppliers: Eclipse Media & Plant Up