Out of Home inspired by nature
The Gartencenter Meier in Dürnten is drawing attention to its autumn pruning service with a creative poster campaign. In collaboration with INGO Zurich and APG|SGA, the centre 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 there were no such poster sites in Switzerland. The agency proved me wrong with a few sample photos. Some of these locations are under construction or cannot be "gardened" for other reasons. So we went to great lengths to make this unusual poster idea possible and to find suitable poster sites."
Peer Kleinfeldt, Key Account Manager at APG|SGA
A total of 11 poster sites were selected, which were specifically adapted to the concept and harmoniously integrated into the existing greenery. The shoot was carried out with real employees and the appropriate cutting tools.
"We wanted a seasonal campaign that would publicise our range of services in the region. The idea immediately convinced us with its simplicity and seeing our own employees tackling the job on the posters was well received both internally and externally. We even received appreciative feedback from our competitors and our order books are full."
Christian Rauser, Head of Marketing at the Gartencenter Meier
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