The challenge we got for this assignment was to create a campaign around the communitygarden, wich is getting unpopular. It was a short assignment wich we completed in one week.
The concept is a staged campaign. The first stage is to project gardengnomes in different city's; gardengnomes are the ones getting homeless as more and more people don't grow their own vegetables anymore.
When the shadows in the city disappear, a poster is left behind with an URL and a QR-code wich leads to a website. The website explains the problem and people are challenged to create their own 'urban vegetablegarden' in a competition.