During the competitive spring season, the aim of this campaign was to orchestrate the humorous OOH campaign ‘The smell of spring’ in a way that attracts attention and creates a totally new brand experience.
The innovative mechanism of the campaign used locations – previously fully free of advertising and background items such as bushes, flowers etc – and transformed them into the stage for the stars of the campaign: true-to-life figures that looked exactly like those on the billboards.
By transferring these subjects into real life, we brought the classic OOH campaign to the next level. The special production was attention-grabbing and hit the target. Sharing moments were generated, the DIY community had fun and, in the end, they put their heads into the plants themselves to get an intense smell of spring.