The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By John Glenday, Reporter

May 15, 2023 | 3 min read

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

Dobbies Elvis Creative Works

More from Dobbies

View all