Quick Answer
Purina Latz transformed traditional outdoor advertising billboards in Reykjavík into elevated birdhouses, encouraging cat owners to keep their pets well-fed while helping protect local bird populations from hunting.
Purina Reimagines Outdoor Advertising In Reykjavík
Most billboard campaigns are designed to capture attention, but Purina Latz decided to do something more practical with its media space.
In Reykjavík, where domestic cats can pose a significant threat to urban bird populations, the brand transformed traditional outdoor advertising billboards into elevated birdhouses designed to provide birds with a safer place to nest.
The initiative connected directly to a simple behavioral insight: a cat that is well-fed is less likely to hunt.
Rather than focusing solely on product promotion, Purina used its outdoor advertising inventory to encourage responsible pet ownership while contributing to local wildlife protection.
A Real Environmental Problem Inspired The Campaign
Cats are natural predators, and even well-cared-for pets often retain their instinct to chase and hunt birds.
In urban environments, this behavior can have a measurable impact on local bird populations.
Purina Latz identified this issue as an opportunity to create a campaign that would benefit both pets and wildlife.
The message was simple: keeping cats satisfied with nutritious food can help reduce unnecessary hunting behavior, creating a safer environment for birds.
Billboards Became Functional Birdhouses
Instead of using billboard structures exclusively for advertising, Purina modified them to include elevated birdhouses positioned safely above ground level.
The height of the installations helped protect nesting birds from cats while maintaining visibility for the campaign message.
The result was an outdoor advertising execution that served a genuine purpose beyond communication.
By integrating physical functionality into the media placement, the campaign transformed a traditional billboard into an active part of the solution.
Purpose-Driven OOH Creates Stronger Engagement
Consumers increasingly expect brands to contribute positively to their communities rather than simply deliver marketing messages.
Purina Latz addressed this expectation by creating an activation that aligned naturally with its product category and brand purpose.
The campaign demonstrated how outdoor advertising can evolve beyond awareness and become a platform for tangible action.
Rather than asking audiences to imagine a benefit, the billboard physically delivered one.
When Media Space Becomes Community Infrastructure
One of the most interesting aspects of the campaign is how it redefines the role of outdoor advertising.
Instead of treating billboards as passive communication channels, Purina transformed them into useful urban infrastructure that directly supported local wildlife.
This approach creates additional value for communities while generating stronger emotional connections with audiences.
The execution also reinforces the idea that brands can address local issues in creative ways without losing sight of their core product message.
Why This Campaign Stands Out
Many sustainability-focused campaigns rely on messaging alone. Purina Latz chose a different path by creating a visible, functional solution.
The campaign successfully connected product benefits, environmental awareness, and outdoor advertising innovation into a single execution.
By turning billboards into birdhouses, Purina demonstrated that OOH media can do more than advertise—it can actively improve the environment in which it exists.
Summary
Purina Latz launched a creative OOH campaign in Reykjavík that addressed a genuine environmental challenge. By converting billboard structures into predator-proof birdhouses, the brand demonstrated how outdoor advertising can create positive community impact while reinforcing its product message.
The campaign combined wildlife conservation, public awareness, and innovative media use to turn advertising space into a functional solution for local birds.
FAQs
What was the objective of the Purina campaign?
The campaign aimed to protect local bird populations while encouraging cat owners to keep their pets well-fed, reducing hunting behavior.
Why were the billboards converted into birdhouses?
The elevated birdhouses provided birds with a safer nesting space that was more difficult for cats to reach.
Where did the campaign take place?
The initiative was launched in Reykjavík, Iceland, where urban bird populations can be affected by domestic cats.
Why is this considered innovative outdoor advertising?
The campaign transformed a standard billboard into functional infrastructure that delivered a real environmental benefit while communicating the brand message.
Frequently Asked Questions
The campaign aimed to protect local bird populations while encouraging cat owners to keep their pets well-fed, reducing hunting behavior.
The elevated birdhouses provided birds with a safer nesting space that was more difficult for cats to reach.
The initiative was launched in Reykjavík, Iceland, where urban bird populations can be affected by domestic cats.
The campaign transformed a standard billboard into functional infrastructure that delivered a real environmental benefit while communicating the brand message.
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