Most of us do not have the patience or knowledge to truly care for plants, and that turns us into unwitting killers of various flowers, plants and vegetable gardens.
PLANT CARE IS REFRAMED WITH HONESTY ABOUT HUMAN FAILURE
Brand Strategy: Knowing full well that most people do not have the time or expertise to be expert gardeners, Bonnie Plants supplies the tools and the know-how to give everyone a green thumb.
Creative Idea: Everyone has killed a plant or two, so Intermark decided to create a darkly humorous campaign about such failings. We cast everyday people in the role of “killers” having their mug shots taken for their various crimes against Mother Nature.