The campaign by Havas Canada was to promote Canadian meat producer Greenfield Natural Food Company which turned a 70-acre hayfield into a “sustainable billboard” in a stunt to foster its natural credentials. It was carved into the field in Manitoba to highlight that Greenfield’s products are from animals that are raised in a more natural way, without any antibiotics or hormones. Additionally, to lay emphasis of its environmental credentials, Greenfield even bought carbon offset credits to eliminate the effects of the drones and helicopter needed to shoot the video and commercial.