Provide an unconventional campaign for a new Leroy Merlin store opening in Rome, focusing on a specific area. Have a “grassroot” engagement and start word-of-mouth about the opening.
An entire series of widespread guerrilla actions, ambient media, performances, installations inspired by the concept “It’s easy with Leroy Merlin”. All the acitvities were carried out in the new store area: new “road signs” showing materials and tools needed to build up common elements in the urban scenery such as mailboxes, bus shelters, litterbins, etc.; 3D outodoor ads with a real window opening from the board and a real flower cascade; lifesize elephants made out of trimmed hedges popping up in downtown Rome; live performances during which small garden houses were assembled in real time in front of a spontaneously gathered crowd.