CLIENT
CREDITS
ROLE: GROUP CREATIVE DIRECTOR
ASSOCIATE CREATIVE DIRECTOR / ART: KEVIN FILLITER
ASSOCIATE CREATIVE DIRECTOR / COPY: JON MURRAY
ASSOCIATE CREATIVE DIRECTOR / COPY: MIKE APPLEBY
SENIOR ART DIRECTOR: BENJAMIN BRICKNER
SENIOR DESIGNER: DEWEN YANG
ART DIRECTOR: EDDY ALLEN
PRODUCER: GARY GIMELFARB
GROUP ACCOUNT DIRECTOR: SCOTT LYNCH
BACKGROUND
To keep the strong sales growth seen during COVID, Scott’s wanted to speak to a whole new audience and prove that with a Scott’s Lawn Care routine & a little bit of patience, anyone can have a beautiful backyard.
So we turned their feature product, a lush lawn, into 24/7 content studio - for 7 straight months. Partly a stage, a product classroom, and an ambient-ASMR-safari. The raw, 6-camera livefeed (provided via Earthcam) was edited in real-time and pushed out to Instagram.
In a category where old tricks like before/after comparisons are status quo, Scott's saw an increase of over 400% in social share of voice.
Proving out that sometimes, it's best to just watch the grass grow.
