Renovated Ambients
OBI GmbH & Co Deutschland KG
Issue 41 | December 2016
Agency
Jung von Matt AG
Creative Team
Executive Creative Director Dörte Spengler-Ahrens Creative Director Florentin Hock Creative Director Eva Stetefeld Art Director Nadine Nolepa Art Director Michael Wilde Junior Art Director Christina Duskanich Copywriter Markus Ölschläger Junior Copywriter Sofia Christidou Agency Producer Dennis Wendt Agency Producer Christopher Kehrhahn
Production Team
DoP Fabian Bettinger Producer Lukas Willasch
Date
Spring 2016
Background
OBI, Germany's largest DIY-chain, offered high quality products for building and renovation. The task was to promote them in an innovative way.
Idea
A new form of advertising was invented: instead of showing the products on billboards, they were used to renovate different areas throughout German cities. Created to the actual size of regular billboards, the installations were placed in Metro stations, parks, subways and public restrooms, giving shabby environments a new lease of life. People could interact with the projects and OBI proved once again that a well-done project is sometimes the best form of advertising.
Results
Awareness was raised for OBI products and the imagination of thousands of people was alerted to the possibilities of DIY. Many were inspired to start projects at home. Website traffic and instore visitors increased.
Our Thoughts
What's beautiful about this idea is it's a side-by-side demonstration between neglect and care and between being proud of your home and not. Just as we're told that if an app is to be successful it needs to be useful, usable and delightful, the same holds true in the real world. Here are benches to sit on, awnings to shelter beneath and flowers to enjoy. This is as interactive a campaign as any in the digital section.