British Library and Anything is Possible seed a new generation of urban gardeners with OOH giveaway
To support their ground-breaking exhibition Unearthed: The Power of Gardening (until 10 August 2025), the British Library has commissioned Anything Is Possible for a landmark 48-sheet special-build by Camden Market.
Tracing personal stories alongside global histories, Unearthed celebrates gardening as a force for creativity, resilience and community. From the first English gardening manual to an early True Levellers pamphlet and from medieval herbals to guerrilla gardening zines, the exhibition shows the power of gardening and the impact it has on people, communities and the environment in Britain.
The interactive installation aims to rally passers-by to explore how gardening shapes community, culture and climate action.
In place until June 8th, this high-impact activation:
- Is created from hundreds of packets of sunflower, tomato and basil seeds which passers-bys can pull off and take home to regenerate their garden, balcony or window box
- Occupies one of Camden’s busiest thoroughfares, opposite The Stables and along the main pedestrian route from Camden Station
- Targets Camden residents who may not have engaged with the British Library but are passionate about gardening, greening initiatives, and community improvement.
Jamie Andrews, Director of Public Engagement, British Library, said:
When you think of gardening, you may not automatically think of the British Library, so we were excited at the prospect of how this exhibition could sow seeds well beyond the Library’s walls in the borough of Camden. We hope the seed billboard will encourage green-fingered Camden residents and passers-by to discover more about the unexpected power of gardening in all its forms, both by seeing their tomatoes, sunflowers and basil blossom and by coming to find out more in our Unearthed exhibition.”
Sam Fenton-Elstone, CO and Co-founder, Anything is Possible said:
“This community-focused outdoor activation underscores gardening’s dual role as personal sanctuary and collective force. By going out into Camden’s public realm, we’re helping the exhibition dig in with real-world impact – and reminding Londoners that great things grow from small seeds.”
About Anything is Possible:
Anything is Possible. All you need to know about us is in those three words. We are an integrated, independent Media, Tech, and Creative agency. With full in-house capacity in strategy, data and measurement, we grow our clients through transformative marketing solutions and close, collaborative working relationships.
About the British Library:
We are the national library of the UK and we are here for everyone. Our shelves hold over 170 million items – a living collection that gets bigger every day. Although our roots extend back centuries, we aim to collect everything published in the UK today, tomorrow and far into the future. Our trusted experts care for this collection and open it up for everyone to spark new discoveries, ideas and to help people do incredible things.
We have millions of books, and much more besides. Our London and Yorkshire sites hold collections ranging from newspapers and maps to sound recordings, patents, academic journals, as well as a copy of every UK domain website and blog. Our public spaces provide a place to research, to meet friends, to start up a new business or simply to get inspired by visiting our galleries and events. We work with partners and libraries across the UK and the world to make sure that as many people as possible have the chance to use and explore our collections, events and expertise.
And we’re always open online, along with more and more of our digitized collection.
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