GARDENA - Nature is Irreplaceable

Creative idea

GARDENA, the top-of-mind brand for traditional gardeners, wanted to show urban people, that getting in contact with nature and therefore gardening is essential for wellbeing. Idea: To feel that we are part of nature, makes us human. Nevertheless we are living in an increasingly artificial world. But: Nature is irreplaceable. Solution: We made plants out of real plastic tools, people use every day, and arranged them like normal pot plants in an outdoor installation. So people experience for themselves that there is no substitute for nature.

Brand name: GARDENA
Advertiser / client: GARDENA GmbH
Product / service: Gardening Tools
Campaign name: GARDENA - Nature is Irreplaceable
Agency network: INDEPENDENT AGENCY
Agency: Heimat Wien, Vienna
Additional company: -
Production company: MXR Productions
Executive creative director: Georg Feichtinger
Art director: Simon Pointner
Copywriter: Georg Feichtinger
Designer: Boris Angelis
Photographer: MXR Productions
Additional company: Media Agency: Havas Media Austria