This giant billboard is entirely edible - for nearby insects and birds.
The four by three metre billboard has been designed to be slowly nibbled away over a month, giving a boost to local wildlife.
So, while it looks in perfect condition now, by the end of April, only the frame – which was created using low-carbon concrete and recycled aggregates – will remain.
It is covered with hundreds of pollinator-loving plants, flowers and seeds, as well as completely edible nut husk bird feeders to entice local wildlife and provide a natural habitat for insects and other species.
Lee Sleight, CEO at Holcim UK which is the brand behind the board, said: “It’s clear from our research that while many people recognise the importance of sustainability, there is still a gap in understanding around how to integrate it into daily life."
The four by three metre billboard has been designed to be slowly nibbled away over a month, giving a boost to local wildlife.
So, while it looks in perfect condition now, by the end of April, only the frame – which was created using low-carbon concrete and recycled aggregates – will remain.
It is covered with hundreds of pollinator-loving plants, flowers and seeds, as well as completely edible nut husk bird feeders to entice local wildlife and provide a natural habitat for insects and other species.
Lee Sleight, CEO at Holcim UK which is the brand behind the board, said: “It’s clear from our research that while many people recognise the importance of sustainability, there is still a gap in understanding around how to integrate it into daily life."
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FunTranscript
00:00So the Sustainable Board is made from a number of different things, if we start at the bottom
00:29we've got recycled material, construction demolition material. In the plinths themselves
00:33that's low carbon concrete, part of our eco-packed range. The greenery that you see behind consists
00:38of local native plant species which are there to provide shelter and food for the local wildlife.
00:48I absolutely love the edible billboard, I would love to see more things like this.
00:53I'm actually from Derbyshire in the Peak District so it's like bringing nature into the city I love
01:02that. Sustainability is really important and should be at the forefront of people's minds,
01:06it's about making sure that we have enough for today whilst protecting what's available
01:10for future generations.