September marks the beginning of a new course and, therefore, the opportunity to undertake projects that have been postponed during the summer. This is also understood by Parkside, the DIY brand of the Lidl supermarket chain, which has deployed its tools on the streets of Madrid to invite consumers to make those ideas, arrangements or transformations that they have pending come true.
Together with the creative agency The Story Lab, part of Dentsu, and the exclusive Clear Channel, it has turned outdoor advertising media into giant versions of its DIY products. Thus, some advertising columns located in the center of Madrid, such as the Nuevos Ministerior area or the surroundings of the Bernabéu stadium, have been modified with integral vinyl and crowned by different corporeals in the shape of large drill bits.
The special outdoor advertising action promotes its various cordless electric screwdrivers and multi-tool, hence the creativity shows different types of drill bits. The installations innovate in the use of the medium and go beyond the limits of the medium, capturing the attention of passers-by and generating notoriety for the brand’s messages. It demonstrates, as Clear Channel has expressed through social networks, “that street furniture can become an extension of one’s own creative idea”.
The graphics shown in the columns include the claim “You can!”, which reflects the “DIY” approach, acronym for the expression “Do it yourself” and the brand’s purpose of offering high-quality tools for all profiles without compromising quality or performance.
They also convey the message “30 years at maximum power”, which celebrates the brand’s three-decade history. Parkside is commemorating its 30th anniversary with various communication initiatives, including an advertising campaign with a nostalgic tone and a retrospective concept that recreates moments in which users carried out DIY projects and the tools that made them possible.
In addition, it has also carried out “The rotation”, an experiment to demonstrate the performance of its products by successfully rotating the London Eye, the largest cantilevered observation wheel in the world, with a height of 135 meters, achieving a Guinness World Record. The brand already achieved another one last year with “The pull”; in which a 12V cordless drill towed an Airbus A380 weighing over 300 tonnes.
