Galaria Kaufhof is one of Europe's largest department store chains, and has unveiled an inventive ad campaign in keeping with its stature.
Designed by the Nuremberg, Germany-based digital media and creative studio Viaframe, the campaign centers around jungle-themed backdrops for Galaria Kaufhof's myriad display cases. One may wonder what rainforests and colorful foliage have to do with clothing, tableware and appliances. The answer is very little. One does not expect to see a jungle in a German department store. As such, the promotions are notable. Though to say just this would ignore the most interesting aspect of the campaign.
The jungles are not merely digital illustrations of trees, lions and monkeys. Instead, Viaframe uses common items found in department stores, such as shoes, clothes and forks to serve as the foliage in each already eye-catching tropical forest scene.
Couture-Crafted Jungle Scenes
These Display Cases for the Galeria Kaufhof Campaign 2012 are Wild
Trend Themes
1. Inventive Display Cases - Creating eye-catching display cases using everyday items is a disruptive innovation opportunity for the retail industry.
2. Unconventional Advertising Campaigns - Incorporating unexpected themes, such as jungle scenery, is a disruptive innovation opportunity for the advertising industry.
3. Virtual Retail Strategies - Using digital media to enhance in-store displays is a disruptive innovation opportunity for the retail industry.
Industry Implications
1. Retail - The inventive display cases in the jungle-themed campaign demonstrate a potential for disruptive innovation in the retail industry.
2. Advertising - The unconventional jungle theme in the Galaria Kaufhof campaign presents a disruptive innovation opportunity for the advertising industry.
3. Digital Media - Viaframe's use of digital media to create the jungle scenes opens up a potential for disruptive innovation in the digital media industry.