Miracle-Gro

Miracle-Gro was well established among long-time home owners, but was failing to break through to younger adults looking to decorate their new apartments/homes. This campaign gives consumers an emotional appeal by using a true crime theme, warning of what can happen to bad plant parents.

This podcast reaches consumers on music streaming services, giving a dramatized account of what happens when plants aren’t properly fed.

Outdoor executions attract the attention of daily commuters, using crime scene imagery to spark interest.

This magazine ad imitates an obituary, reaching readers of gardening magazines.

This activation appears on busy urban sidewalks, building intrigue towards the campaign.

These animations reach consumers on instagram reels, using case files to dramatize the severity of premature plant deaths.