Made for murderers
Millennials on average kill 7 houseplants in their lifetime.
Killing your plant feels like a crime.
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.
Art Director: Ravijeet Doctor