With this outdoor campaign we managed to get a demanding audience interested and entertained for a long while. We were exploring the ideas of luxury and exclusivity and transferred them into the world of fruits, vegetables, other supermarket products. The insight of the campaign was to show style, habits and standards of life of target audience from the perspective of groceries. That was a fantastic advertising challenge of shifting perceptions. We created a sense of fun, but without "banging the same old drum".
The campaign itself was not massive, there were 20 big boards in 3 cities, however it got large media coverage and public response. Social media were actively discussing, marketing managers used it as an example of a perfect outdoor campaign.