|By PR Newswire||
|September 29, 2013 05:00 AM EDT||
LONDON, September 29, 2013 /PRNewswire/ --
If you go down to a pond today you could be in for a surprise. Nestling among the reeds and murky waters keen eyes may spot the latest innovation in the history of advertising: the first ever 'Lily Ad'.
The Lily Ad is a custom-built lily pad with a difference. It has been designed with a billboard for a 'frogs-eye view' to attract talented pond life needed to appear in a production titled Pond Side Story. Commissioned by Freeview, the first-ever pond-based advertising campaign was launched today at the ornamental pond at RHS Wisley* with plans to place the Lily Ads at other ponds across the UK.
Designed in consultation with experts from the Freshwater Habitat Trust, the Lily Ad is constructed from waterproof foam plastic to provide a padded comfort stop for pond life and blend in seamlessly among real lily pads.
According to a Freeview spokesperson, "Pond Side Story requires some fast-moving and well co-ordinated amphibian action. In order to find the finest talent we've had to forgo the usual route of agents and casting sessions and instead head straight to the source: ponds all over the UK. We're confident our stars are out there somewhere among the reeds and algae."
Notes to picture editors
*Photography at the ornamental ponds, RHS Wisley, Surrey. Frogs provided courtesy of Animal Works.