Reuse. Repurpose. Reinvent.
Dutch supermarket chain Dirk Van den Broek used closed shop windows as prime advertising real-estate.
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One may think that all that is left in city centres are doom and gloom of closed shops one after the other. Well a collaboration between Tosti Creative and Dirk van den Broek has tried to change that.
Closed shop windows are a great advertising placement for those who can still be open. So in a move to boost the horeca industry, Tosti has helped local businesses connect with big advertisers with a simple formula:
Advertisers pay a fee to exhibit their ad for a few weeks, the agency keeps a commission to develop the poster and gives the rest to the local business.
I would not be surprised to see this replicated in more cities and countries. After all this pandemic has taught us that advertising real estate can be anywhere.
And continuing the trend of big retailers supporting local businesses, Tesco is now asking customers to go their local pub. https://www.thedrum.com/news/2021/04/12/ad-the-day-tesco-tells-shoppers-go-the-pub-instead