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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

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