Australian Ethical Super Takes ‘Fresh’ Approach To Advertising Via APN Outdoor

  • Australian Ethical Super's herb garden (4)
  • Australian Ethical Super's herb garden (3)
  • Australian Ethical Super's herb garden (2)
  • Australian Ethical Super's herb garden (1)
1 / 4

Traditional billboard advertising has been given a makeover with a new and innovative herb garden growing in the Melbourne suburb of Carlton.

Australian Ethical Super, in partnership with APN Outdoor, has taken the refreshing approach to create interaction and give back to the community in a completely different and tangible way.

Australian Ethical – a super fund that only invests in companies that are good for the planet, people and animals – has made a selection of fresh herbs available to the community in the hope it will encourage locals to engage with their super and think about its social impact.

Allyson Lowbridge, chief customer officer at Australian Ethical, said the inner-north Melbourne community is highly attuned to social and environmental issues.

“Research has shown Carlton locals are more eco-conscious and environmentally-savvy, with more than 30 per cent believing government needs to take urgent action on climate change,” she said.

“Encouragingly, 15 per cent believe businesses have a responsibility to tackle environmental problems, and nearly seven per cent believe they can personally make a difference.

“The project was about utilising billboard space in a way that would challenge traditional ways of thinking. People can go up to the herbs and smell, feel, and taste them and then take those herbs home – not a ‘normal experience’ for a super fund.

“We are always pushing for really innovative ways to connect with our community and potential customers and will continue to do more in this space to help people realise the power they can have through their super.”

APN Outdoor’s general manager of marketing, Charlotte Valente, said: “We are thrilled to be involved in bringing Australian Ethical’s campaign to life, especially when it speaks so directly to the heart of communities – in this case, Carlton.

“The effectiveness of classic billboards is amplified by this engaging activation; a perfect demonstration of local impact with broadcast scale.”

The herb garden is available until Monday 19 March.




Please login with linkedin to comment

APN Outdoor Australian Ethical Super

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]