Galaria Kaufhof is one of Europe's largest department store chains, and has unveiled an inventive ad campaign in keeping with its stature.

Designed by the Nuremberg, Germany-based digital media and creative studio Viaframe, the campaign centers around jungle-themed backdrops for Galaria Kaufhof's myriad display cases. One may wonder what rainforests and colorful foliage have to do with clothing, tableware and appliances. The answer is very little. One does not expect to see a jungle in a German department store. As such, the promotions are notable. Though to say just this would ignore the most interesting aspect of the campaign.

The jungles are not merely digital illustrations of trees, lions and monkeys. Instead, Viaframe uses common items found in department stores, such as shoes, clothes and forks to serve as the foliage in each already eye-catching tropical forest scene.