Guerilla Gro
Self-Initiated Work
Role: Design and Art Direction
Copywriter: Jaime Walker
Identity
Guerrilla gardening is a popular movement in cities worldwide. People from all walks of life, from hippies
to hipsters, have gotten involved to help beautify their gritty surroundings. We wanted to harness this urban enthusiasm for gardening as a way to raise awareness about Miracle Gro outside of the suburbs. To do this, we created a new line of Miracle Gro products for the guerrilla gardener: Guerrilla Gro.
Digital Campaign
The microsite will act as more than just as point of sale for the new products. It will be an online version of the kind of community guerrilla gardening creates.
Interactive Game
About Page
Blog
Online Community
Events Page
Outdoor Campaign
The campaign begins with outdoor print in major cities. The print will direct people to check out Miracle Gro's new Guerrilla Gro line of products at guerrillagro.com.
Outdoor Ad 1 of 3
Outdoor Ad 2 of 3
Outdoor Ad 3 of 3
Ambient Campaign
Holograms of flowers will be gradually “growing” around city neighborhoods in pedestrian traffic heavy zones to grab attention.
