In short
Climate change calls for action, even in the backyard. But stereotypes about nature-friendly gardens often hold people back. With “Het zaad van een maat kan geen kwaad” (“A Friend’s Seed is All You Need”), the Province of East Flanders launched a playful campaign to inspire homeowners to swap the perfectly designed garden for biodiversity. From seed packets to witty bus shelter posters, we made going green cool, accessible, and above all memorable.
The challenge
Gardens in East Flanders: often dominated by paving, ornamental grass, and plastic fences. The perception of a natural garden? Too often dismissed as messy and unkempt. How do we change this? By showing that greenscaping is not only great for the planet but also sexy, practical and… fun!
The insight
Humor and emotion break barriers. With cheeky copywriting and striking out-of-home ads, we grabbed attention, challenged perceptions, and fed our community. Free seed packs made taking action simple, one for you and one for a friend. After all, a friend’s seed is all you need!
The outcome
The campaign turned heads and won hearts. 76 OOH touchpoints across East Flanders made “Het zaad van een maat” impossible to ignore, the first day the campaign got picked up by Radio 2, reaching hundreds of thousands people with 0 extra media investment. Online, the campaign drove nearly 20,000 website visits, with thousands ordering free seed packets. The buzz didn’t just reach people, it planted ideas for a greener future.
