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.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More