Het zaad van een maat kan geen kwaad

Campaign for the Province of East Flanders

Climate change starts in our own backyard literally. That was the core of our campaign “Het zaad van een maat kan geen kwaad” ("A Friend’s Seed is All You Need"). Together with a great team, I created a playful, visually bold campaign that encouraged people to swap perfectly trimmed lawns and stone-heavy gardens for more biodiversity and green fun.

I was responsible for the creative concept, translating strategy into a strong campaign idea that challenged perceptions and made going green feel cool, accessible, and even sexy. I also handled the full visual development: from seed packaging to social assets, witty OOH posters, and the landing page keeping everything cohesive and impactful across touchpoints.

We knew the stereotype of natural gardens being “messy” was holding people back. So instead of pushing facts, we leaned into humor and emotion. Our cheeky headlines turned heads at 76 outdoor locations across East Flanders and led people to a vibrant landing page where they could order free seed packets, one for themselves, and one to share with a friend.

The response was overwhelming:
Nearly 40,000 seed packets ordered
Over 987,000 online impressions
Free media coverage from Radio 2 and local press, worth more than €15,000
More than 20,000 website visits in just a few weeks

To amplify the campaign, we combined OOH with a targeted digital approach, running Pinterest and Meta ads aimed at homeowners looking for garden inspiration. The result was a buzz that didn’t just reach people, but inspired them to act. We kept that energy going with seasonal content, tips, and newsletters helping build a community that continues to grow.

This project is a great example of what I love most: starting from a clear strategy, crafting a bold idea, and bringing it to life visually in a way that connects, engages, and (in this case) even gets people gardening.