top of page

Made for murderers

Problem

Millennials on average kill 7 houseplants in their lifetime.

Insight

Killing your plant feels like a crime.

Idea

Miracle-Gro holds people accountable for the crime of killing their plants.

This has been one of the most challenging brief to promote a mundane product in a distinctive way that gets people's attention. Finding insights was difficult in the early stages, but as soon as we had the correct research-based knowledge. The crazy ideas just started coming. We initially had the idea of going toward the cemetery angle but we realized that the notion of building a cemetery couldn't be further developed, so we switched to the killer perspective.

Bg-05.jpg

Art Director: Ravijeet Doctor

Bg-05.jpg
bottom of page