GARDEN LETTERS by Heye & Partner Munich for FISKARS BRANDS

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GARDEN LETTERS

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Industry Household maintenance & pet products, Gardening Instruments & Products, Tools, Do-It-Yourself Products
Media Design & Branding
Market Germany
Agency Heye & Partner Munich
Creative Director Ulrich Luetzenkirchen
Copywriter Stefan Amtmann
Producer Nina Sahm, Michael Buchholz
Photographer Mathias Remmling
Account Supervisor Martin Winter
Typographer Christian Woelky
Released September 2009

Credits & Description

Category: Typography
Advertiser: FISKARS BRANDS GERMANY
Product/Service: GARDENING TOOLS
Agency: HEYE GROUP
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: HEYE GROUP, Unterhaching, GERMANY
Creative Director: Ulrich Luetzenkirchen (Heye/Partner Gmbh)
Art Director: Christian Woelky (Heye/Partner Gmbh)
Copywriter: Stefan Amtmann (Heye/Partner Gmbh)
Typographer: Christian Woelky (Heye/Partner Gmbh)
Graphics: Maximilian Haupt (Heye/Partner Gmbh)
Account Supervisor: Martin Winter (Heye/Partner Gmbh)
Photographer: Mathias Remmling (Heye/Partner Gmbh)
Producer: Nina Sahm (Heye/Partner Gmbh)
Producer: Michael Buchholz (Heye/Partner Gmbh)
Media placement: Ads In A Magazine - Sueddeutsche Zeitung Magazine - 13.08.2009

Describe the challenges and key objectives
With a reduced and very aesthetic imagery, we focus on high quality in gardening.

Describe the brief from the client
Spreading the word about Fiskars’ gardening tools as the solution for individuals when it’s all about quality in gardening.

Describe how you arrived at the final design
Each ad shows a word made of parts of plants, saying something very negative, horrific - only that with Fiskars it is trimmed down to a few letters - the way it should be.

Give some indication of how successful the outcome was in the market
The ad has been aimed to shift the perception of the brand and reach a new target: women. Since Fiskars offers a broad range of products, there is no proven effect in sales. In the same period we ran a TV ad, for another product (axe), where we also have no hard facts, neither in sales nor in terms of brand awareness. All we can state is that Fiskars and their retailers feel that all measures have moved the brand forward.