Dasani shapes an OOH campaign

The Coca-Cola water brand carves out a plant in Toronto to promote its environmental packaging.

Coca-Cola water brand Dasani is literally going green with its new OOH campaign by designing a 12-foot topiary art piece in the shape of its eco-friendly PlantBottle packaging.

Happening today from 12 to 2 p.m. at 777 Bay Street in Toronto, the giant sized water bottle will be carved by Joe Kyte, known as “Topiary Joe.”

Targeted at consumers aged 25 to 44, the stunt is the third in a series, with previous plants having been carved in Calgary on July 18 and Montreal on July 22.

The topiary works are part of a larger campaign around the bottle, which is made up to 30% from plants, with creative from Toronto-based Zulu Alpha Kilo and media from Universal McCann. The campaign includes online ads on Facebook, Yahoo! And MSN and print promotion in Metro and EnRoute.