Miracle-Gro has launched a six-part docu-style series “How I Grow,” telling the touching stories of real-life customers and their unique outdoor experiences while tending to their gardens.
With millions of new people having entered the gardening category during the pandemic, this spring, Miracle-Gro wanted to show that no matter how we choose to grow, it all starts in the same way. With the right soil and nutrients, anyone can find a way to grow that inspires us to discover new meanings and unexpected benefits from being outside and getting our hands in the dirt.
Created by agency VaynerMedia, the series features six real gardeners showing what gardening means to each of them, including this installment which introduces us to Dave, a cancer survivor who finds therapeutic value in his gardening.
This creative approach is a pivot from the advertising historically created for the lawn and garden category, bringing in a human element as the brand continues to find new ways of storytelling. This docu-series is part of Miracle-Gro’s overall spring season campaign, “Miracle-Gro Makes It Possible.” It consists of six long-form films which will go live across the brand’s social channels, as well as both 30 and 15-second cut downs which will appear on linear TV.
Adam Donald of Honor Society directed the docu-style films and spots.
CreditsClient The ScottsMiracle-Gro Company/Miracle-Gro Agency VaynerMedia, New York Rob Lenois, chief creative officer; Mike Pierantozzi, executive creative director; Tim Clarke, creative director; Will Kelleher, sr. copywriter; Lex Barberio, sr. art director; Amanda Simons, VP, strategy; Ainsley Kuptz, director, strategy; Aaron Kovan, chief production officer; Brian Schierman, producer. Production Honor Society Films Adam Donald, director; Megan Kelly, exec producer; Carlo Pilgrim, head of production. Postproduction VaynerProductions Jamie Unruh, editor; Laura Shea, executive post producer; Dan Veet, sr. post producer; Eric Brown, mix & sound design; Oliver Eid, longform color.
The Best Work You May Never See: McCann NY, Director Christian Breslauer Sound Grande For New York Lottery
McCann New York launched a campaign for the New York Lottery which includes this music video-style spot directed by Christian Breslauer of London Alley. The :30 features a signature song, “Sounds Grande,” as we see our featured music video protagonist get into the lotto spirit thanks to the new GRANDE Scratch-Off Games (up to $3 million in cash prizes, and a chance drawing for one of 100 VIP trips to Billboard Latin Music Week in Miami). The new lotto games were designed by McCann Design, inspired by the colorful storefronts of New York bodegas. [video width="1920" height="1080" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/09/18010750/YNSL3561000H_NYL_SOUNDS-GRANDE_30_ENGLISH.mp4"][/video] Read More