SHOWING, NOT TELLING. In Germany, a hard-fought and competitive battle is raging amongst DIY stores: aggressive, blatant, ugly. How can OBI, Germany's biggest DIY-store chain, distinguish itself from the competitors' low-budget advertising? And: Why promote things that make our homes more beautiful, with advertising that makes everything look uglier?
We developed a completely new form of advertising: "Renovated Billboards".
On different run-down houses, we renovated an area the size of an advertising billboard.
The OOH campaign went on to become one of the globally most awarded that year.
Produced for OBI at Jung von Matt Hamburg, Germany.
AWARDS
2015 The Intercontinental Advertising CUP | Winner | Products & Services | Best of
2015 The Intercontinental Advertising CUP | Nominee | Media | Best of Outdoor
2015 Cannes Outdoor Lions Exhibition @ Museum für Kunst & Gewerbe, Hamburg
2014 Big-Won Rankings | #2 Most Awarded Outdoor + Ambient Campaign Worldwide
2014 Cannes Lions | Gold Lion Winner | Outdoor | Adapted Billboards & Outdoor Posters
2014 Cannes Lions | 3x Shortlist | Outdoor | 3-Dimensionally Crafted Poster Work
2014 Cannes Lions | Shortlist | Use Of Promo & Activation | Non-Traditional Ambient
2014 One Show | Silver Pencil Winner | Design: Collateral Design | Outdoor - Series
2014 One Show | Merit Award | Advertising: Outdoor | Innovation in Outdoor
2014 Art Directors Club of Europe | Nominee | Grand Prix
2014 Art Directors Club of Europe | Gold Winner | Print | Poster Advertising
2014 Art Directors Club of Europe | Silver Winner | Promotions | Ambient Media
2014 Art Directors Club of Europe | Nominee | Promotions | New Use of Media
2014 Eurobest | Gold Winner | Outdoor Campaign | Adapted Billboards/ Outdoor Posters
2014 Eurobest | Silver Winner | Design | Installation & Environment Brand Experience
2014 Eurobest | Bronze Winner | Promo & Activation | Travel, Leisure & Retail
2014 Eurobest | Shortlist | Promo & Activation | Use Of Print or Standard Outdoor
2014 Eurobest | Shortlist | Media | Use Of Ambient Media: Large Scale
2014 London International Awards | Gold Winner | Billboard | Consumer Campaign
2014 London International Awards | Silver Winner | Billboard | Innovative
2014 London International Awards | Finalist | Non-Traditional | Retail
2014 New York Festivals | Silver Winner | Outdoor: Use Of Medium
2014 New York Festivals | Silver Winner | Outdoor: Ambient: Products & Services
2014 New York Festivals | Bronze Winner | Outdoor: Craft
2014 New York Festivals | Bronze Winner | Design: Use Of Medium: Graphic Design
2014 New York Festivals | Finalist | Outdoor: Billboards / Installations / Posters
2014 New York Festivals | Finalist | Direct & Collateral: Products & Services
2014 Art Directors Club of Germany | Silver Winner | Out Of Home: Ambient
2014 Art Directors Club of Germany | Bronze Winner | Media
2014 Art Directors Club of Germany | Merit Award | Innovative Use Of Outdoor
2014 Young Guns International Award | Silver Winner | Out Of Home | Outdoor Campaign
2014 CLIO Awards | Shortlist | Innovative Media | Innovative Media: Product / Service
2014 CLIO Awards | Shortlist | Direct | Out Of Home: Product / Service
2014 Lead Award | Nominee | Campaign of the Year | Advertising
2014 Visual Leader Exhibition @ Deichtorhallen | Campaign of the Year | Advertising
2014 Lürzer's Archive | Vol. 4/2014 | Published
2014 Creativity Online | Pick of the Day | Top 20
2014 Advertising Age | Best Ads
2013 Troy Awards | Grand Prix Winner | Sir John Hegarty's Pick
2013 Troy Awards | Gold Winner | Outdoor
Concept | Art Direction