Out of Home: Inspired by nature

The Meier Garden Centre in Dürnten is drawing attention to its autumn pruning service with a creative poster campaign. In collaboration with INGO Zurich and APG|SGA, the team specifically sought out ‘perfectly imperfect’ poster sites – locations where greenery had deliberately overgrown the billboards.

“When the enquiry came from INGO, I was convinced that such billboard sites didn’t exist in Switzerland. The agency proved me wrong with a few sample photos. Some of these sites are currently out of service or cannot be ‘landscaped’ for other reasons. So we pulled out all the stops to make this unusual poster concept a reality and find suitable poster sites.”
Peer Kleinfeldt, Key Account Manager at APG|SGA

A total of 11 billboard sites were selected, which were specifically adapted to the concept and harmoniously integrated into the existing green spaces. The photo shoot featured real staff members and the appropriate cutting tools.

“We wanted a seasonal campaign to raise awareness of the services we offer in the region. The idea won us over straight away with its simplicity, and seeing our own staff depicted as hard at work on the posters went down well both internally and externally. We’ve even received positive feedback from competitors, and our order books are full.”
Christian Rauser, Head of Marketing at Gartencenter Meier

Would you like to run an innovative out-of-home campaign yourself? Let us advise you personally.