GARDENA, the top-of-mind brand for traditional gardeners, also wanted to address potential urban gardeners.
Idea: Urban gardening and street art come from a similar subcultural background: people, who are interested in street art, are also likely to be interested in urban gardening and conversely. Therefor communicating in their aesthetics and codes, would have much more impact, than a classic billboard.
Solution: A huge mural (16m height, 10with) was painted on an inner-city apartment building in a heavily trafficked area. It showed a giant girl, which seemed to pour the tree in front of the wall with the Original GARDENA System.
Print advertisement created by Heimat, Austria for Gardena, within the category: House, Garden.