Britannia: Nature Shapes Britannia, 4

Britannia, one of India’s oldest and largest FMCG advertisers, has flipped the script on outdoor advertising. To spotlight Britannia’s continued commitment to its sustainable practices, the brand let nature take the lead in its latest campaign via Talented India, to highlight its ESG commitments over years. ‘Nature Shapes Britannia’ is an OOH series that stands-out for a simple reason: these billboards literally take the shape of trees around them, establishing both metaphorically and visually, how one of India’s biggest organisations adapts to nature and not the other way around. Each billboard comes accompanied with a message about Britannia’s progress in sustainability across various facets: from plastic neutrality, to waste management and harnessing a circular economy; to water stewardship and energy management. The trees decide the art direction & typography of the billboards next to them: they decide how to ‘shape’ Britannia. Making the brand name sometimes curve down, sometimes up, sometimes cramping it, sometimes making it bounce. Reflecting the co-operative, adaptive mindset large brands need to have on-ground to make progress in sustainability.