Reuse. Repurpose. Reinvent.

Dutch supermarket chain Dirk Van den Broek used closed shop windows as prime advertising real-estate.

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.