The Department of Health Services in Victoria, Australia, is sponsoring a dynamic billboard in Melbourne to raise awareness of the long term harm caused by the addictive amphetamine drug ice. “Fertiliser one of the ingredients of ice. Ice. It’s a dirty drug”.
A giant black creeping weed is growing over a white billboard over two months, slowly taking over the entire length of the sign. The billboard has been placed in an area known for drug abuse.
The Ice Creeper concept was developed at Lifelounge, Melbourne, by creative director Daniel Pollock, senior art director David Ponce de Leon and copywriter Laura Hunter. Plastic artist/sculptor was Corey Thomas.