Title	GAP MAP
Brand	OBI & CO. DEUTSCHLAND KG
Product/Service	DIY
Category	B06. Use of Ambient Media: Large Scale
Entrant	JUNG von MATT Hamburg, GERMANY
Idea Creation	JUNG von MATT Hamburg, GERMANY
Production	DIGITALSINN München, GERMANY

Name	Company	Position
Till Eckel	Jung von Matt AG	Executive Creative Director
Daniel Adolph	Jung von Matt AG	Managing Director
Dörte Spengler-Ahrens	Jung von Matt AG	Executive Creative Director
Christian Woelky	Jung von Matt AG	Creative Director
Stefan Amtmann	Jung von Matt AG	Creative Director
Nadine Falk	Jung von Matt AG	Project Manager
Christine Kastens	Jung von Matt AG	Producer
Kaspar Karven	DIGITALSINN	DoP
Lutz Lieberknecht	DIGITLASINN	Digital Executive Producer
Oliver Stumpf	DIGITALSINN	Cutter

The Campaign

Instead of classical, expensive media we used something that occurs naturally in cities and did not cost us anything: Gaps. Based on this problem, we presented its own solution – the fastest way to the nearest OBI center.

Creative Execution

Façade artists converted gaps respectively cracks in walls into designs that showed the fastest way from the actual location to the nearest OBI center. Gaps became route maps. Thus, OBI was present at every spot in Munich’s cityscape where a trip to the DIY store was urgently required.

The OBI gap maps became a natural component in Munich’s cityscape. They are passed by residents and tourists every day.

We used a natural occurrence in cities and changed it into a advertising space that caught residents attention.

Insights, Strategy and the Idea

Do-it-yourselfers in Munich, one of Germany’s cleanest cities, were supposed to be made aware of the fact, that OBI is always nearby.