Scotts Miracle-Gro Canada
BronzeBest Tech Breakthrough
We wanted to show people that Scotts Green Max enhanced the natural greening process of lawns.The challenge was how to do it in a way that broke out from the world of conventional demos which are typically unoriginal and unengaging. The thing is, Scotts Green Max makes your lawn so green, you could use it as a green screen. So we made a breakthrough in both technology and nature, combining them to create the world’s first green screen made entirely out of grass.
During the 2016 Toronto International Film Festival, we targeted movie buffs with our grass green screen, so that viewers expecting typical film festival content were surprised with our fully functional demo instead.
Throughout the summer, we went out and fed other grass in high traffic areas with Scotts Green Max. Once it was green enough, we turned it into a live demo stunt where passers-by could participate in the world’s first grass green screen. They could select from a variety of scenes including Egypt, sharkinfested waters, outer space, and hundreds more before lying down on the grass to be green screened. Then they could share it all online.
Overall, the innovative demo had a huge impact. Green Max sales jumped up 42% during the week of the campaign. The world’s first grass green screen didn’t just show people that Scotts Green Max made lawns green, it did so in an unforgettable and interactive way.
Creative Director: Aaron Starkman, Dre Labre, Ian Grais, Chris Staples
Art Director: Jake Bundock
Writer: Andrew Chhour
Broadcast Producer : Catherine Dumas
Account Services: Marie Lunny
Content Strategist : Leah Gregg
Production Company: Suneeva
Executive Producer : Geoff Cornish
Directors Rep : Hannah Gill
Line Producer: Evan Landry
Director of Photography: Kris Belchevski
Editing House: School
Editor: Mark Morton
Audio House: Vapor/RMW
Audio House Producer: Jeff Cohen
Producer/Composer : Dustin Anstey
Engineer: Ryan Chalmers
Post Production House: The Vanity
Special Effects: Michael Medeiros
Transfer : Alter Ego
Colourist: Patrick Samaniego