O2 has created a "living billboard" to highlight the mobile network's sustainability message.
Located in Shoreditch, London, "Go green" features moss and hundreds of pistachio stems, all of which will grow during their two-week stay in east London to reveal the brand’s eco-friendly message.
Recyclable A6 posters (made from wildflower seed) will also be available in the local area that can be used to grow plants at home.
Creative design was by The Marketing Store, while media was handled by Havas.
The initiative is part of O2’s "Go" campaign, which encourages users to try their hand at something new in the wake of lockdown.
O2 isn't the only brand taking on eco-friendly initatives. In June, Yorkshire Tea celebrated its carbon neutrality with new packaging, while McDonald’s Austria said "auf wiedersehen" to plastic straws with an eco-friendly fashion line.