The OBI Renovated Billboards campaign by Jung von Matt and Neue Elbe truly makes products sell themselves.
Part of the challenge was to come up with a new advertising tactic, because many other DIY store ads are just "aggressive, blatant and ugly." As well, the agencies involved made a very valid point: why advertise products that are supposed to make homes look nicer using billboards that make everything uglier?
Instead of loudly showing off a particular brand of paint or set of tools, these products were literally taken off of DIY store OBI's shelves and put to work to beautify buildings throughout the city. The ads are colorful, bright and most of all, definitely an improvement. Since nearly 250 DIY stores closed in Germany last year, with ad campaigns like this, it's no wonder OBI is still standing strong.
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Interest: > 3 minutes
Concept: "obi Renovated Billboards"
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Segment: Females, 18-55
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