OBI "RENOVATED BILLBOARDS"

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»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, blatant, 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 area the size of an advertising billboard. The result: More beautiful houses and more beautiful advertising.

Cannes Lions 2014 ⋅ Gold Winner ⋅ Outdoor ⋅ Outdoor Posters
One Show 2014 ⋅ Design ⋅ Silver Pencil

New York Festivals 2014 ⋅ Outdoor/Ambient ⋅ Silver
New York Festivals 2014 ⋅ Outdoor/Use of Medium ⋅ Silver
London International Awards ⋅ Gold Winner ⋅ Billboard
London International Awards ⋅ Silver Winner ⋅ Billboard
Art Directors Club of Europe ⋅ Gold Winner ⋅ Poster
Art Directors Club of Europe ⋅ Silver Winner ⋅ Media

Client: OBI
Advertising Agency: Jung von Matt/Elbe
Chief Creative Officer(s): Dörte Spengler-Ahrens, Jan Rexhausen
Creative Director(s): Felix Fenz, Alexander Norvilas
Art Director(s): Michael Wilde, Max Pilwat, Michael Hess
Copywriter: Felix Fenz
Idea: Michael Wilde, Max Pilwat

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