grow a beast.
This campaign for Miracle-Gro targets young homeowners who want impressive, thriving plants but aren’t always sure how to get there, positioning Miracle-Gro as the simple, dependable way to see real results fast. Built on the insight that people want visible proof their effort is working, the concept exaggerates growth into bold, attention-grabbing “botanical beasts,” reinforcing both product effectiveness and the confidence that comes with plants that stand out.
Collaborators: Mallory Stewart and Robert Schmucker
This print ad will be placed in home, lifestyle, and gardening magazines, using the exaggerated visual of a greenhouse to highlight Miracle-Gro’s fast, visible results.
This alternate print ad will also appear in popular gardening and lifestyle magazines.
Transit
These transit ads will capture passersby in high-traffic public spaces, using over-the-top visuals to communicate Miracle-Gro’s powerful results and stop people passing.
billboard (ooh)
This billboard uses exaggeration and bold, colorful flowers that spill over and hang off the structure to catch the attention of drivers and quickly communicate Miracle-Gro’s powerful, fast-growing results.
“Grow a Beast” Contest
The “Grow a Beast” contest celebrates bold, over-the-top plant growth while encouraging participation, positioning Miracle-Gro as the driving force behind impressive, attention-grabbing results.