Toyota Prius's Living Billboard Alongside LA Freeway

Prius Floral Billboard

Driving down the Santa Monica Freeway in LA yesterday I got my first look at Toyota’s floral billboard for Prius, which went live (literally) back in August:

“Toyota’s partnership with Greenroad Media of Santa Monica includes the upkeep of nine urban freeway sections, which basically consists of maintaining and repairing corresponding irrigation and landscape in exchange for using the ground as a floral billboard. Caltrans does not allow any product identification in the actual floral designs, but a nearby sign with the Prius name proudly displayed is installed nearby.”

Some press gave Toyota a hard time for making advertising that requires watering. I don’t get that — we all love gardens and flowers and parks, all of which require watering. So as long a flower billboard is pretty like non-advertising gardens, where’s the problem? Plus I’ve got to believe that replacing metal-plastic-and-ink billboards (with flood lights pointed at them) with plant-based billboards would be a net positive for the environment.

  1. # Prius Driver said: November 12th, 2009 at 1:17 pm

    Very cool. Another creative example of billboard advertising at its finest.

  2. # Toyota Prius’s living billboard alongside LA freeway: (Sara B.) « Re:Vision Architecture's Newsletter Blog said: November 12th, 2009 at 4:17 pm

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  3. # Toyota Prius's Living Billboard Alongside LA Freeway | autokinesis.com said: November 12th, 2009 at 9:28 pm

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  4. # uberVU - social comments said: November 13th, 2009 at 8:36 am

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