Carlsberg Unfiltered will repurpose a variety of plants that are being used for its living eco billboard later this month. The billboard, which features an array of 1,300 plants in the heart of Dublin City Centre, was installed as part of Carlsberg’sTogether Towards ZERO green agenda. Eclipse and Plant Up were behind the special build, in partnership with PML Group.

Once the billboard is removed, the 50 plant species will be distributed amongst, Bridgefoot Street Community Garden, the St James’s Gate Millennium Community Garden and the new Roe & Co Distillery gardens in an attempt to give a bit of greenery back to the Dublin 8 area, the home of Carlsberg Ireland.

Orlagh Keane, Senior Account Manager from PML group, says: “The living eco-wall will contribute in a small way to the air purification of Dublin city during its short stay.” By redistributing the plants back into the community, the vegetation and their aesthetic appeal can impact the city centre for a longer period. The initiative comes as a welcome assistance to the people of the Dublin 8 area.

Carslberg’s decision to engage with this area of the city comes at no surprise when in the greater Liberties area of Dublin 8, there is three times more derelict or vacant land than green space, with 30 hectares of derelict or vacant land*.

In June 2017, Carlsberg set industry-leading targets when launching its new sustainability programme Together Towards ZERO, which focuses on carbon footprint, water waste, irresponsible drinking and health & safety. Together Towards ZERO expresses Carlsberg’s vision for a better tomorrow and its firm belief that the business can thrive while at the same time contributing to a better society.

Carlsberg’s Together Towards ZERO campaign consists of four major ambitions: ZERO carbon footprint, ZERO water waste, ZERO irresponsible drinking and a ZERO accidents culture. To make its ambitions measurable and actionable, Carlsberg are supported by individual targets towards 2030, and have folded back the future, if you will, into specific milestones for 2022 as well.

More on the campaign –