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Growing the Medium in Ireland…..literally!

In order to highlight the natural and Irish origin of Tesco beef products, PML in Dublin produced a very different type of OOH campaign. In a media first in Ireland, naturally grown grass was placed on 48 Sheets, 96 Sheets and bus shelter 6 Sheets. Various seeds of grass that are used by Irish farmers were also used for the billboards and when the grass was grown it was attached to the panels using a mesh. The grass continues to grow as normal while on display and so requires daily watering. The grass will be replanted after the campaign.
PML worked with Initiative Media and Rothco creative agency on the campaign.

Kashi's Plantable Book

After coming under fire for mislabeling its foods as “natural,” Kashi lost the trust of its biggest fans. So the company had to completely reinvent its products with more natural, plant-based ingredients. And we had to help win that audience back (even the most outspoken haters). The problem was, they didn’t believe or care what we had to say. So we had to do more than tell our story. We had to let them experience it for themselves. VML created a book that not only tells the story of new Kashi products but also let customers actually grow the products themselves.
To view the video click here