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A magazine ad that blooms into real flowers?

Interactive magazine inserts and ads are apparently quite a trend in Sweden. Now hardware chain Clas Ohlson has taken the theme one step further to sell its gardening gear. Its magazine ad, according to AdWeek, is made from plantable seed paper, and promotes a flower pot within which consumers can plant the seeds.

Ellen Marklund, a copywriter at Swedish agency King, told AdWeek that the agency decided to “make the media our message”. Starting this month, the ad is being published in select magazines across Sweden as part of Clas Ohlson’s spring campaign for its gardening products.

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