Promoting sustainable vehicles isn’t itself very sustainable. Outdoor advertising in Europe is responsible for an estimated 9,036,000 kg of C02 annually (Sources: Eyetease, European Commission). So to highlight the zero carbon credentials of Volkswagen’s all electric ID.3 and ID.4, VW wanted to create an advert as sustainable as the vehicles themselves.
To achieve that goal VW turned to the humblest tool of them all: a pencil, and chose the biggest blank canvas of them all: a 48-sheet billboard. Using traditional skilled signwriters and illustrators, we hand-drew, in pencil, in-situ and over 48 hours an (almost) zero carbon billboard advertisement.
