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Growing green billboards

5 Jun 2012

In a campaign for Mercedes Benz Remanufactured Parts, the Old Shanghai Firecracker Factory created a billboard that had plants systematically growing out of the visual over three months. The copy line that supported the visual read, "Remanufactured GenuineParts. Totally committed to a greener environment."

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"We needed to develop a campaign that was aimed at leaving a lasting impression in consumers' minds," says creative director, David Taylor.

Taylor explains that the growing of the plants is a representation of the client's commitment to the environment, where it doesn't just throw away broken or malfunctioning parts.

"Instead they restore them to their original quality standard. This reduces their carbon footprint and damage to the global environment. In addition, customers benefit from reduced prices for quality parts that come with a warranty," says Taylor.

click to enlarge

He explains that by using recycled parts, it uses less energy and raw materials in the manufacturing process without compromising its superior quality, put in perspective that is enough energy to power 170000 households for a whole year.