British Library’s seed-filled billboard in Camden promotes gardening, community action, and climate awareness through a powerful outdoor experience.
A Seed-Powered OOH Campaign Turns Heads in London
As part of the exhibition Unearthed: The Power of Gardening, the British Library has stepped outside its iconic walls with a unique outdoor installation. In collaboration with creative agency Anything is Possible, the library has launched a special-build billboard in the heart of Camden that doesn't just advertise—it gives back.
Out-of-Home with a Purpose
Located across from Camden’s bustling Stables Market, this 48-sheet billboard is made from **real packets of sunflower, tomato, and basil seeds**. Passers-by are encouraged to take a packet home and grow something of their own—on a balcony, in a window box, or even in a shared community garden.
Connecting Community, Culture, and Climate
The installation is a physical extension of the exhibition, which traces how gardening has historically shaped creativity, resistance, and local activism. From medieval herbals to guerrilla gardening zines, Unearthed is about far more than flowers—it’s about the stories behind them.
“Great Things Grow from Small Seeds”
“We were excited at the prospect of how this exhibition could sow seeds well beyond the Library’s walls,” said Jamie Andrews, Director of Public Engagement at the British Library. “We hope the seed billboard encourages green-fingered Camden residents and passers-by to discover more about the unexpected power of gardening.”
Designed to Engage, Built to Inspire
For Anything is Possible, this campaign is all about real-world engagement. “By going out into Camden’s public realm, we’re helping the exhibition dig in with real-world impact—and reminding Londoners that great things grow from small seeds,” said Sam Fenton-Elstone, CEO and Co-founder.
OOH That Cultivates More Than Impressions
This campaign is a powerful example of how **out-of-home advertising** can evolve into something interactive, educational, and emotionally resonant. It doesn't just share a message—it plants one, too.
