Leroy Merlin is a European DIY and home improvement chain that is expanding in Portugal. Its outlets are normally hypermarkets, but this time Leroy was opening the largest store in the country. The challenge was to inform the press and get them to come to the opening of this megastore.

We designed a special invitation for specialised journalists for the opening of this shop. They wereall sent a wide-lens camera (16/9) with the words, “To get a picture of the size of the country’s new DIY and home improvement store, you’re going to need a panoramic camera”.

The press conference was attended by 82 journalists out of 128 invited. Around the store every journalist took pictures with the panoramic camera, and some home magazines have published the pictures taken in the store at the event.