Dobbies spot sees gardeners grapple with giant seeds and flowers
The gardening company has taken its cue from nature to welcome hibernating gardeners back outdoors to sniff bluebells.
‘Spring’s a Big Deal at Dobbies’ welcomes the arrival of daffodils and sunshine to green spaces with a bid to drive awareness and draw green-fingered customers to its garden centers.
A short film produced by The Operators leads these efforts in which outsized CGI products are employed as a visual shorthand for the scale of bargains that await in-store.
It forms part of an integrated campaign orchestrated by Elvis to rekindle a love of the great outdoors.
Louise Niven, customer director at Dobbies, said: “We want to show all gardeners the great value available at Dobbies, whether they’re established gardeners or novices giving it a go for the first time.”
Neale Horrigan, executive creative director at Elvis, added: “With the pressures of the current cost of living affecting so many people, we wanted to make sure this campaign offered some tangible reassurance as well as capturing the uplifting and reinvigorating mood that Springtime unleashes. We hope our playful, larger-than-life ads will raise a smile and get all sorts of gardeners visiting Dobbies this spring."
The mixed media approach will see Dobbies dip its toes into broadcast video-on-demand, out-of-home and digital audio in a full spectrum push to maximize audiences, bolstered by paid search and targetted digital display activity.
Credits
Elvis
Executive creative director: Neale Horrigan
Creative team: Sam Hinckley and Chris Lawlor
Strategy director: Camilla Yates
Senior strategist: Jed Price
Head of design: Tom Gudgeon
Head of studio: Neil Carding
Senior retoucher: Nick Swaffield
Group account director: Michelle Simons
Senior account director: Madison Bolton
Account manager: Fionuala Lloyd/ Grace Baron
Creative production director: Lottie White
Senior producer: Louis Mason
Producer: Liv Musto
Client
Customer director: Louise Niven
Senior marketing manager: Lynne Mitchell
Campaign marketing manager: Lorraine Hunter
Content manager: Rebecca Stanton
Content executive: Abbie McCann
The Operators
Director: Ben Le Tourneau
Managing director: Scott Freeman
Production manager: Catarina Viana
Audio partner: Sauce Productions
Audio artist: Neil Harrington