ASK
Establish Miracle-Gro as the go-to brand for apartment dwellers who view their plants as family.
Establish Miracle-Gro as the go-to brand for apartment dwellers who view their plants as family.
INSIGHT
People act parental toward their plants.
People act parental toward their plants.
CONCEPT
Personifying plants through human behaviors to express how they feel about the way they’re being raised.
Personifying plants through human behaviors to express how they feel about the way they’re being raised.
COLLABORATORS
Diana Traas and Chloe Cronkright
Diana Traas and Chloe Cronkright
A commercial that shows a plant’s relationship with its owner, told entirely from the plant's perspective.
Out-of-home ads that show plants using Gen-Z behaviors to communicate their needs to their owners.
A social media execution that encourages followers to share what their plants are listening to based on the care they’re receiving.