FISKARS BRANDS: GARDEN LETTERS

Credits & Description:

Category: Typography

Advertiser: FISKARS BRANDS GERMANY

Product/Service: GARDENING TOOLS

Agency: HEYE GROUP

Date of First Appearance: Sep 18 2009 12:00AM

Entrant Company: HEYE GROUP, Unterhaching, GERMANY

Creative Director: Ulrich Luetzenkirchen (Heye/Partner Gmbh)

Art Director: Christian Woelky (Heye/Partner Gmbh)

Copywriter: Stefan Amtmann (Heye/Partner Gmbh)

Typographer: Christian Woelky (Heye/Partner Gmbh)

Graphics: Maximilian Haupt (Heye/Partner Gmbh)

Account Supervisor: Martin Winter (Heye/Partner Gmbh)

Photographer: Mathias Remmling (Heye/Partner Gmbh)

Producer: Nina Sahm (Heye/Partner Gmbh)

Producer: Michael Buchholz (Heye/Partner Gmbh)

Media placement: Ads In A Magazine - Sueddeutsche Zeitung Magazine - 13.08.2009



Describe the challenges and key objectives

With a reduced and very aesthetic imagery, we focus on high quality in gardening.



Describe the brief from the client

Spreading the word about Fiskars’ gardening tools as the solution for individuals when it’s all about quality in gardening.



Describe how you arrived at the final design

Each ad shows a word made of parts of plants, saying something very negative, horrific - only that with Fiskars it is trimmed down to a few letters - the way it should be.



Give some indication of how successful the outcome was in the market

The ad has been aimed to shift the perception of the brand and reach a new target: women. Since Fiskars offers a broad
range of products, there is no proven effect in sales. In the same period we ran a TV ad, for another product (axe), where we
also have no hard facts, neither in sales nor in terms of brand awareness. All we can state is that Fiskars and their retailers feel that all measures have moved the brand forward.