Niet te stoppen bij het shoppen
A construction site that points you towards the shops?
In Ghent, we didn't have to think twice.
Construction works in the city centre may be good news for the city, but they're not always good news for the local businesses around them. Streets are dug up, storefronts disappear behind construction barriers and passers-by quickly take a different route. With one major consequence: shops that are open for business are literally taken out of sight.
Together with PuurGent and the City of Ghent, we set out to turn that around.
From obstacle to invitation
Our solution:
Niet te stoppen bij het shoppen.
Instead of hiding the construction site, we turned it into part of the campaign. Stop signs became shop signs. Construction signs became directional signs. And colourful street banners made it clear that there was still plenty of shopping to be done behind all the works.
The construction site was no longer a reason to take a detour, but an invitation to keep going.
Let the construction site show you the way
From signage to street banners, every element had the same mission: make the way to Ghent's local businesses visible.
Because the shops never disappeared. They just became a little harder to find.
With "Niet te stoppen bij het shoppen", we turned a temporary obstacle into an eye-catching campaign that puts the spotlight back on local businesses.