Volkswagen is celebrating its new carbon-neutral electric car by unveiling a series of innovative advertising billboards that literally 'eat' pollution.
Giant images of the new emission-free ID.3 are painted with Airlite - a 100 per cent natural material designed to eliminate bacteria and reduce pollutants - such as nitrogen oxide (NOx).
It was decided to use Airlite, rather than LED screens or a traditional boarded poster, because 100 square metres of the paint can reduce air pollution in the same way as planting the same area of forest.
The car manufacturer has created a series of six murals located in cities across the UK.
Each mural took between three and five days to paint and was designed to showcase the environmentally friendly nature of the new pure-electric ID.3.
The unconventional adverts are in London, Manchester, Cardiff, Birmingham, Bristol, and Glasgow.
Volkswagen chose the environmentally-friendly campaign to highlight the green credentials of its new ID.3, which is the first car to be produced and delivered to its owner 'net carbon neutral'.
Their factory in Zwickau, Germany, is entirely powered by renewable energy, with many third-parties in the supply chain also using green energy.
Where carbon emissions are unavoidable, for example during shipping, these are compensated by supporting internationally-recognised climate protection projects such as the restoration of forests in Borneo, Indonesia.
When on the road in the UK, customers can keep their ID.3 carbon-neutral by charging their car for free at more than 250 Tesco stores across the UK as part of Volkswagen's partnership with the supermarket and PodPoint.
Sarah Cox, head of marketing at Volkswagen UK, said: "The ID.3 is not only Volkswagen's first dedicated, ground-up electric car, but it is also a sign of our intent to become a carbon-neutral company by 2050.
"It is delivered to customers net carbon-neutral, and so this innovative outdoor advertising campaign fits in well with our environmentally-aware approach."
The first customer ID.3, which is regarded as the start of the 'third chapter of Volkswagen' after the success of the original Beetle and ongoing Golf models, arrived in the UK last month.
It forms part of the manufacturer's Euro 11 billion investment into zero emission cars.
The advertising boards will remain up for one month.