Scotts Canada shows how it can help lawns thrive in unlikely places with its latest national campaign, in support of its EcoSense line of natural fertilizers.
The online and print ads, created by Zig in Toronto, are meant to debunk the myth that natural fertilizers aren’t as effective as synthetic products, said Martin Beauvais, creative director.
“The idea was to take spaces and places in the world where you wouldn’t expect anything to grow and to focus and dramatize it—if it works there imagine what it will do on your lawn,” he said.
Lush lawns flourishing in far-fetched places are featured in ads. For example, a landscaped oasis with flower beds, shrubs and trees, incased in patio stones, grows on the moon. In another, a castaway drifts across the ocean on a manicured lawn raft, complete with a palm tree and flowers.
Each ad reads: “Now anyone can have a healthy, beautiful lawn and garden with our Scotts EcoSense alternative line of products,” with a throw to ScottsEcoSense.ca.”
Online executions—big box, sky and super—feature an astronaut landing on the moon. He emerges from his spacecraft and sprinkles EcoSense on the barren landscape where a green garden bursts to life.
Each online and print ad uses the tag line: “It’s green. And it works.”
The campaign launched yesterday and will run through the summer. Mediaedge handled the media buy.
