Why promote things that make our homes more beautiful, with advertising that makes everything look uglier?
In Germany, a hard-fought and competitive battle is raging amongst DIY stores: aggressive, loud, ugly. We asked ourselves: “How can OBI, Germany’s largest 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 part of the facade the size of an advertising billboard. The result: More beautiful houses and more beautiful advertising.
Awards
↓ 2015
The Intercontinental Advertising CUP
• Winner ⋅ Products & Services ⋅ Best of Outdoor
• Nominee ⋅ Media ⋅ Best of Outdoor
Cannes Outdoor Lions Exhibition
• @ Museum für Kunst & Gewerbe, Hamburg
↓ 2014
Big-Won Rankings
• #2 Most Awarded Outdoor + Ambient Campaign Worldwide
Cannes Lions
• Gold Winner ⋅ Outdoor ⋅ Outdoor
• 3x Shortlist ⋅ Outdoor ⋅ Craft
• Shortlist ⋅ Use Of Promo & Activation ⋅ Ambient
One Show
• Silver Pencil Winner ⋅ Design: Collateral Design ⋅ Outdoor
• Merit Award ⋅ Advertising: Outdoor ⋅ Innovation
Art Directors Club of Europe
• Nominee ⋅ Grand Prix
• Gold Winner ⋅ Print ⋅ Poster Advertising
• Silver Winner ⋅ Promotions ⋅ Ambient
• Nominee ⋅ Promotions ⋅ Media
Eurobest
• Gold Winner ⋅ Outdoor ⋅ Billboards
• Silver Winner ⋅ Design ⋅ Environment Brand Experience
• Bronze Winner ⋅ Promotion ⋅ Travel, Leisure & Retail
• Shortlist ⋅ Promotion ⋅ Outdoor
• Shortlist ⋅ Media ⋅ Use Of Ambient Media
London International Awards
• Gold Winner ⋅ Billboard ⋅ Consumer Campaign
• Silver Winner ⋅ Billboard ⋅ Innovative
• Finalist ⋅ Non-Traditional ⋅ Retail
London International Awards
• Silver Winner ⋅ Outdoor ⋅ Use Of Medium
• Silver Winner ⋅ Outdoor ⋅ Ambient
• Bronze Winner ⋅ Outdoor ⋅ Craft
• Bronze Winner ⋅ Design ⋅ Graphic Design
• Finalist ⋅ Outdoor ⋅ Billboards
• Finalist ⋅ Direct ⋅ Collateral
Art Directors Club of Germany
• Silver Winner ⋅ Out Of Home ⋅ Ambient
• Bronze Winner ⋅ Media
• Merit Award ⋅ Innovative Use Of Outdoor
• Finalist ⋅ Outdoor ⋅ Billboards
• Finalist ⋅ Direct ⋅ Collateral
CLIO Awards
• Shortlist ⋅ Innovative Media
• Shortlist ⋅ Direct ⋅ Out Of Home
Lead Award
• Nominee ⋅ Campaign of the Year
Visual Leader Exhibition
• @ Deichtorhallen: Campaign of the Year in Advertising
Lürzer's Archive
• Published in Vol. 4/2014
Creativity Online
• Pick of the Day ⋅ Top 20
Advertising Age
• Best Ads