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Burt’s Bees Billboard Finds New Life as Rain Catchment System

Call it the inspirational true story of a billboard that won’t quit. Directed by Ben Affleck, produced by Grant Heslov, starring Gary Busey as the billboard. Ok, maybe next year…

But last year, Burt’s Bees and Raleigh, NC-based Baldwin& followed up their “Music from Nature” Earth Day effort by creating an  11′ x 6′ billboard made entirely of tear-off product coupons to promote the brand’s Intense Hydration line of moisturizers. Once the coupons were removed in October, the billboard revealed the Burt’s Bees ad. Five months later, the billboard is still kicking. The original 11′ x 6′ vinyl sheeting was given to the Durham School of the Arts, which recycled it into a rain catchment system that could allow farmers to reuse 6300 gallons of rainwater per year.

Plenty of advertising is about mental and physical waste (see couchgating), but this is a cool example of how ads can be reused and integrated into a positive campaign. In the spirit of smooth skin and better farming practices, it’s worth a watch. Credits after the jump.

CDs: David Baldwin, Bob Ranew
AD: Shaun Sundholm
CW: Chad Temples
Agency Prod.: Cathy Wilson

Prod. Co.Steady Film Productions, Raleigh, N.C.
Dir./D.P./Editor: Joshua Steadman

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