The “Groen Van Bij Ons” campaign was a project that literally highlighted flowers. From the strategic idea of giving bedding plants a new, fresh look, the concept was born: “Kleur je vensterbank”.

What distinguished this campaign from typical advertising for flowers was its approach. Flowers were presented as fashionable collections - almost like a fashion launch. Think seasonal names like spring collection and fall collection, and a visual style that felt like an editorial from a fashion magazine.

How and why I tackled this project

This project is close to my heart, because “Kleur je vensterbank” was the campaign for which I received my first official credit as a designer. That in itself made it special, but what made it really valuable was the complete involvement I felt.

From the first meetings to the final delivery, I was allowed to actively think about the visual style. I helped shape the images and actually edited photos. Lisa (art director) guided me technically and visually, while Dries helped give direction on a conceptual level.

The shoot took place in Mechelen, my college town, which made it extra special. It felt symbolic that my first major contribution to a real campaign took place in a place where I also do my studies. The circle was complete.