NETHERLANDS
No More Boring Gardens

No More Boring Gardens

Karwei

During spring ’17, KARWEI went on a mission to turn boring home gardens into something spectacular.

The results

We reached millions of people across The Netherlands, exposing a whole new audience to the idea of a fresh garden makeover.

The challenge

Help convince people that styling their garden isn’t as difficult and time-consuming as they think.

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.

The idea

Say goodbye to your boring old garden, balcony or roof terrace… and hello to a new place to live, play and shine.

Instead of a single hero content piece, we opted for four ‘one minute makeover’ videos where we transformed four uninspired outdoor areas from bland to beautiful in literally sixty seconds.

We then prompted our audience to upload a photo of their own tired old outdoor area to Instagram via our InstaSketch activation. Based on these uploads, we enlisted the creative power of a team of artists and stylists to create personalized style advice sketches and shopping lists - then posted it back to the user.

A range of Facebook ads, Instagram Stories and curate Pinterest boards also helped people further connect with the KARWEI garden styles right from their social feeds.