Hasta La Creative!

This is ernst.
He is a real shelf warmer and doesn’t care a lot about advertising. Although we could convince him to be on that photo.

A Shelf-warmer is some kind of a “natural enemy” of everybody working in the advertising industry. The german word for shelf-warmer is Ladenhüter. “Laden” in german has 2 meanings: store and drawer. Translated word for word it means “drawerkeeper”. We sent the drawers with the poster inside to our clients (AD-agencies). Each person received a different drawer (5 different wooden colours and a lot of different knobs). By keeping the drawers, they became “Ladenhüter” themselves. (In german “ernst” also means serious.)

Photo + Postproduction: Robert Szutta
CGI: Fabian Morak
Published: October 2013