Jack

Nicotinell

A living, breathing pair of moss-backed lungs were installed onto London billboards to encourage smokers of the city to quit the habit. The purifying installation blankets the surface of 96 sheet billboards in Shepherds Bush and New Cross Gate with vibrant green moss; the living background installation took only 8 weeks to grow, representative of the time it would take ex-smokers’ o2 levels to rebalance, and their breathing to significantly improve.  

We are no stranger to campaigns with environmental impact and joined forces with Energy Marketing Group to bring Nicotinell’s mission to life on our poster sites; Nicotinell products aim to relieve nicotine cravings when quitting smoking, their latest campaign focuses on visualising how quickly our lungs repair after stopping. The eye-catching (and oxygenating) creative billboards were quite literally a breath of fresh air on the streets of London, bringing an important message to the forefront in a memorable way.