Finland has three major players in the grocery sector, S-group, Kesko and Lidl.

S-group's S-market chain are mid sized grocery stores with a very large selection of organic products.

Organic products are relatively popular in Finland and all marketing around them tends to play on nature and the lack of additives, in other words it is extremely traditional. Talking about organic products in the way the campaign did is simply unheard of.

Billboards are always standard. They are a certain size and tend to be extremely image focused with minimal text.

S-market broke the mould, literally. The ads had nothing but text, but more importantly they weren't restricted by the sizes given by outdoor brokers. The ads tried to fit as many products as possible into a single billboard and let the media size roam free. This ended up with billboard posters that swayed in the wind as the posters dangled out of the frames.

In short we thought outside the box.