In this concept campaign, my group was given a creative brief from Upshot for the re-launch of Miracle Gro Gro-ables. Our creative brief challenge was getting millennials to see that growing isn't as time consuming, dirty, or difficult as the gardening their parents did. Growing with Gro-ables is so easy that they're set up for success each time.
Millennials that are in direct revolt against the processed American diet need to feel more involved in where their food comes from, because they don't want big corporations having all the control over their family's food and overall health. With that in mind, our big idea for this campaign is Raise Your Expectations. Raise your own herbs and veggies to be up to your high standards. Raise your confidence by conquering gardening and supplying your own organic food. Raise your kids to be sustainable growers.
Creative Direction: Victoria Shapow
Art Direction / Design: Victoria Shapow, Andrea Mikeska, Kasia Waksmundzki