Prison. It’s not the nicest place to be. But these inmates couldn’t be bothered one bit. In fact, they’re having a great time. Thanks to Gamma – the largest home improvement centre in the Netherlands. Because Gamma has a wide range of garden supplies to brighten up even the ugliest yard.

Wallpaper Guerrilla. GAMMA is Hollands largest DIY chain. Their campaign reads: ‘Isn’t it beautiful.’ So we decided to paper the most hideous public spaces we could find with their beautiful wallpaper. Isn’t it beautiful. GAMMA.

Commercial result: The number of total purchases above €50 rose by 12.9% during the promotional period to an average of 93,370 per week, with margin retention!Brand result:Top-of-mind awareness rose from 41% before the start of the campaign to 57% at the end of the campaign.