Lancia: guerrilla gardening

How to communicate the Eco-Chic Lancia models? 

Right, carrying out Eco-gardens.

So, what I'd like to take to your attention today is a project developed in Milan by Steve Wheen (Twitter @stevewheen) , a freelance creative who works in guerrilla gardening. 

(See more info on The Pothole Gardener, Twitter @potholegardener).

Just to introduce the guerrilla philosophy, I have to say that its working principle is based on the visual impact: every guerrilla action is characterized by bump into everyday life in an unexpected way.

This is its power of communication: when you do not expect something, is easier that you will remember about it, because is something outside the box.

Steve's mission was to tell a story for Lancia, so he came to Milan to generate one of his flower creations to advertise the italian brand, and of course, to make the world a better place.

Concretely, he has decided to develop two main items: 

• firs of all he has used the pun eco-chic/eco-gardening, of course to get the eco content across.
• secondly, he knows that he's working for an italian brand that had recently improved its awareness all over the world thanks to Fiat-Chrysler group: he has decided to use flowers with a lot of colors for two main reasons: first of all to create an association between Italy and colors, and then to be more eye-catching thanks to the creation of a more evident contrast with the asphalt.

I'd like to let you see 2 videos:

This is the first one, where Steve talks about the project:

And now, would you like to see people's reactions?