Yates ~ Weed’n’Feed

Challenge

Most people think they have lawn care in the bag. A bit of rain or a splash from the hose, plus the occasional mow, and voila - green grass.

Solution

Strategy: We discovered that the lawn care habits of the 'mow & water' approach was learned from a trusted source, parents and grandparents. So a wake call was needed to educate people that lawns are hungry creatures, craving more than just a water and a trim, they are being unintentionally neglected.
Creative: Our solution, talking neglected lawns. We brought lawns to life, letting them chat directly with their owners about proper care. This twist turned dry lawn advice into amusing conversations across TV, radio, OOH, social media, and magazines.

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