The mural that absorbs CO2: felix mobile puts its eco creds on display via Paper Moose


Enviro telco felix mobile has painted a mural in Melbourne CBD that absorbs CO2 emissions like a tree, part of a new national campaign by hybrid creative agency, Paper Moose.


Painted with CO2 absorbing paint, made in Australia by Graphenstone, the mural absorbs as much carbon dioxide as a mature 250kg tree does in six months. The paint also emits ultra-low levels of volatile organic compounds (VOCs) compared to traditional commercial paints.

The mural is the centrepiece of a new campaign for the fast growing carbon-neutral telco, building off their brand platform ‘The Plan With A Bigger Plan’.

The campaign coincided with World Environmental Day on 5 June, which saw felix commit to planting an additional 25,000 trees, in aid of their larger goal of 1,000,000 trees planted.

The mural that absorbs CO2: felix mobile puts its eco creds on display via Paper Moose

Says Jeremy Willmott, creative director, Paper Moose: “It’s so rewarding to partner with a brand that’s not only committed to neutralising their environmental impact, but are eager to embrace innovative new ways to do it too.”

Says Kelly Rollason, head of sales and marketing at felix: “Green credentials aren’t just attractive these days, they’re expected. felix is proud to lead our industry by example, showing that minimising your impact on the planet maximises brand loyalty. A billboard that consumes CO2 like a tree was the perfect execution to complement our existing efforts as a mobile provider that puts people and planet first.”

Client: Felix Mobile
General Manager, Business Development: Paul Tierney
Head of Sales & Marketing: Kelly Rollason
Senior Brand & Marketing Manager: Kate Limbach Clarke
Creative Agency: Paper Moose
Executive Creative Director: Nick Hunter
Creative Director: Jeremy Willmont
Copywriter: Pete Saladino
Designer: Georgia Shillington
Senior Account Director: Liz Stephens
Mural: Apparition
Media: This is Flow