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.
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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