Purina Turns Billboards Into Birdhouses to Help Protect Reykjavík's Birds
Most outdoor advertising campaigns are designed to capture attention. Purina Latz took that idea a step further by creating media that actively improved the environment around it.
In Reykjavík, Iceland, the pet food brand partnered with creative agency Cirkus to launch "Full Cats. Free Birds.", an outdoor campaign built around a simple ecological insight: cats are natural predators, but cats that are well-fed are less motivated to hunt.
Rather than using traditional billboards solely as advertising space, Purina transformed its media locations into elevated, predator-resistant birdhouses that provided safe nesting areas for urban birds.
Turning Media Into Wildlife Protection
Urban bird populations face numerous challenges, including habitat loss and predation by domestic cats. While cats are beloved pets, they remain highly effective hunters even in modern cities.
The campaign sought to address both sides of the equation. Purina promoted the importance of proper cat nutrition while simultaneously creating safe spaces for birds.
By placing birdhouses high above the ground on billboard structures, the installations became difficult for cats and other predators to access. The media itself became part of the solution.
Beyond Traditional Advertising
One of the most interesting aspects of the campaign is how it redefined the role of outdoor media.
Instead of treating billboards as passive communication channels, Purina turned them into functional public infrastructure. The structures delivered a brand message while providing a tangible benefit to the local ecosystem.
This approach reflects a growing trend in experiential and ambient advertising, where brands seek to create value beyond visibility alone.
When advertising solves a real-world problem or contributes to the community, it often generates stronger engagement and positive brand associations than traditional messaging.
Why the Campaign Works
The effectiveness of "Full Cats. Free Birds." comes from its simplicity.
- Clear connection to the product: The campaign directly relates to cat nutrition and responsible pet care.
- Visible social benefit: The birdhouses create a positive impact for local wildlife.
- Strong visual execution: Transforming billboards into bird habitats creates an unexpected and memorable sight.
- Authentic brand purpose: The idea aligns naturally with Purina's role as a pet nutrition company.
Rather than relying on a complicated message, the campaign communicates its purpose through the physical design of the media itself.
A New Perspective on OOH Creativity
Outdoor advertising is often evaluated by impressions, reach, and visibility. Campaigns like this demonstrate that OOH can also become a platform for participation, environmental awareness, and community engagement.
By reimagining what a billboard can be, Purina and Cirkus transformed advertising space into something useful, memorable, and beneficial for both people and wildlife.
The campaign shows that some of the most effective outdoor advertising ideas emerge when brands focus on creating value rather than simply delivering a message.
Bottom Line
Purina's "Full Cats. Free Birds." campaign demonstrates how outdoor advertising can extend beyond promotion and become part of the environment it occupies. By turning billboards into safe birdhouses, the brand connected its product to a meaningful local issue while delivering a memorable example of purpose-driven OOH creativity.
It's a reminder that the best outdoor campaigns don't just occupy public space—they improve it.
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