Introducing the pot that makes everything more beautiful
Elho’s purpose, 'Give room to nature,' conveys two key messages: (1) it emphasizes the importance of protecting and preserving the natural environment around us, and (2) it encourages us to integrate nature into our daily lives. A wonderful ambition, but, as it turned out, a bit too abstract to serve as a key message for most consumers.
Why? Because Elho's purpose doesn't establish a direct link with the product it sells, namely: sustainably made pots for flowers and plants.
Therefore, the new online campaign had to focus on the product itself. No high-level narratives about how Elho actively helps to preserve our natural environment, but rather a return to the basics. I came up with the idea to introduce: 'The pot that makes everything more beautiful.' An undeniable truth, because a pot with a plant has the aesthetic power to transform any dull place into a beautiful one.
Instead of showcasing a wide variety of pots in different settings, we decided to focus on a single pot that served as a metaphor for the entire Elho collection. By swiping through different backgrounds in the online video, we visually demonstrated that an Elho pot literally enhances every place around the house. It even enhances nature - since Elho pots are made from waste materials reclaimed from nature (recycled & recyclable). Click on the image below to see the online video.
The message is simple and effective, and completely tailored for an online environment where you need to get to the point as quickly as possible. We created billboards for TV and content for Elho's owned media, marketplaces, and its brandpages on all the social media platforms.
Agency:
Sunshine & Sausages
Concept & copy:
Gijs de Kogel
Charlotte Jaeger
Artdirector:
Niels Streckfuss
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