No More Boring Gardens

Digital 360 campaign for Karwei Spring 2017 garden collections. The idea was bold but simple: “Say goodbye to your boring old garden, balcony or roof terrace…and hello to a new place to live, play and shine!” In comparison to interior decoration, a lot of us tend to spend significantly less time and energy styling our outdoor areas. We aimed to inspire and mobilize the uninspired masses to get outside and create an exciting space to enjoy during the warmer months.

Under the hashtag #wegmetsaaietuinen we kicked off with 4 ‘one minute makeover’ videos where we transformed real uninspired outdoor areas from bland to beautiful in literally 60”.  We then asked our audience to upload a photo of their own boring garden to Instagram via our InstaSketch activation. Based on the uploads, we put together a team of artists and stylists to create personalized style advice through sketches and shopping lists, then posted the results back to the user. A range of Facebook ads, Instagram Stories and curated Pinterest boards also helped people further connect with the Karwei garden styles right from their social feeds.

Client: Karwei Agency: Isobar Amsterdam Creative team: Miriam Martín Price, Sharon Goldstoff & Nicolas Dlugosch Video Production: Operator Amsterdam