2018 Winners

Scotts Miracle-Gro Company Canada / Weed B Gon

Prickly TV Scavenger Hunt

Rethink

GoldBest Broadcast Engagement

Homeowners face a constant battle with lawn weeds.

Weed B Gon is the easiest way to control weeds without harming the lawn. The focus of its spring 2017 campaign was to build awareness of the product as a practical solution.

The brand wanted to plan a unique strategy to deliver its message. It’s no secret that weeds left untreated spread annoyingly fast. So they leveraged this awareness to bring an interactive advertisement into a traditionally non-interactive environment – being TV.

A 30-second spot was created featuring Prickly, a puppet of a dandelion that was obnoxious, but oddly charming. His monologue left no doubt about just how irritating weeds can be. Typically, people change the channel to escape commercials, but thanks to Prickly, they were changing the channel to seek out the commercial.

Prickly encouraged viewers to use the TV remote. When they changed the channel, there was Prickly, multiplying just as weeds would when not properly managed. Prickly was annoying, so viewers sought him out just to see him die. When it came time for Prickly to die, viewers had the kill switch in the palm of their hands. Just as in real life, it ends with the satisfying death of annoying weeds.

People made an effort to find Prickly, proving that an old medium like television can still be interactive.

Credits
Brand: Scotts Canada / Weed B Gon
Agency: Rethink
CD: Aaron Starkman, Ian Grais, Chris Staples
AD: Mark Scott
Writer: Aaron Starkman
Broadcast Producer: Monika Ghobrial
Production Company: Alter Ego
Director: Darren Achim
Editor: Leo Zaharatos
Director of Photography: Mark Peachey
Line Producer: Jeff Schwartz
Post Production House: Married To Giants
Audio House: Keen Music
Audio House Producer: Matt Redman
Engineer: Andrew McCready
Audio Director: Kai Koschmider
Colourist: Tricia Hagoriles
Executive Producer: Cheyenne Bloomfield
Account Services: Scott Lyons, Marie Lunny

Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.