Creature launched the first campaign for Evergreen

Newsroom Ads, Creativity

Evergreen, Global leader in garden care, is launching its first campaign since appointing Creature as its European lead agency. 

Evergreen appointed Creature to help with two distinct challenges: to grow brand love by building an emotional connection with an audience that sees gardening products as simply functional and to help stand out in a sector that consumers find confusing and unmemorable.

Keep Growing tackles these challenges head-on. Evergreen has three lead brands across Europe and the UK that used the same positioning, Miracle-Gro, Substral and Fertiligène, but none were connecting with their audiences in a meaningful way. This campaign platform unites these into one Masterbrand and evolves the positioning to focus on the emotional benefit and personal growth that arises from the care of our gardens and green spaces.

Lockdown saw a whole new audience of plant lovers grab their secateurs and discover what many had known for generations, that when we nurture a bit of green, we thrive as people. The integrated campaign, fronted by a 20” TV spot, draws on this underutilized truth by showcasing that when we engage in growing plants, we grow ourselves too, a departure for a category that historically just relied on product results.

Steve Dodd, Creative Director at Creature expands

“This work’s rooted – excuse the pun – in a real human insight: once you start growing, your confidence grows too. From a single plant on the windowsill to a glorious garden… who knows where you’ll end up? And from the first script to our final film, nurturing this bit of nature has been an amazing thing to bring to life. We’re only just getting started with Evergreen’s brands around the world. Who knows where we’ll end up?”

Craig Turner, Head of Group Marketing at Evergreen adds

“We needed a real step change, and Creature has given us just that. A smart, strategic campaign, built off a platform/big idea that drives the benefits of gardening, beyond the functional.  This is fresh and ownable and talks to our customers in an authentic, emotional way to cement our position as a market leader.”

The TV spot launches on the 12th April in the UK and rolls out across Germany, France and Austria throughout the month supported by social and digital. This will be followed by a campaign for Roundup, launching across Europe throughout 2022 and in the UK in early 2023. 

CREDITS

Agency: Creature

  • CEO: Dan Cullen-Shute
  • CCO: Ben Middleton & Stu Outhwaite-Noel
  • Creative Directors: Steven Dodd, Josh Dando
  • CSO: Andrew Gibbons
  • Strategy Director: Sandhya Piyasena
  • Senior Strategist: Nick O’Quinn
  • Chief Client Officer: Hanisha Kotecha
  • Account Director: Sabine Knauf
  • Account Managers: Victoire N’Dri, Evie Hutt
  • Head of Integrated Production: Kristie Girvan
  • Integrated Producer: Lewis O’Brien

Client: Evergreen 

  • Head of Group Marketing: Craig Turner
  • Marketing Manager: Toby Long
  • Marketing Manager: Sonia DeVito
  • Group Head of Strategy & Insights: Stephanie Melikian
  • Group Product & Innovation Director: Ann-Marie O’Riordan

Production Company: Ntrōpic London 

  • Director: Aidan Gibbons 
  • DOP: Kabeer Shaik 
  • Executive Producer: Emily Rudge 
  • Producer: Swifty Hanrahan 
  • Assistant Producer: Amelida Celepija 

International Production Company: Robot Films 

  • Executive Producer: Liam Johnson 
  • Line Producer: Olivia McGrail 
  • Production Manager: Olive Murdoch
  • 1st AD: Travis Nel 
  • Art Director: Sabrina Linder 
  • VFX Supervisor: Hilton Treves

Edit House: Stitch 

  • Producer: Kirsty Oldfield
  • Editor: Charlie Reddie
  • Cutting Assistant: Chris Hutchings

Music Composition: SixtyFour Music 

Sound Design: Wave Studios 

  • Sound Designer: Ben Gulvin 

Post-ProductionVFX: UPPAdvertising 

  • Executive Producer: Jan Malíř
  • Producer: Václav Machuta
  • Project Coordinator: Kristýna Řádková
  • VFX Supervisor: Martin Petro Colourist: Ondřej Štibingr
  • Photographer: Jonathan Kope

Media agency: Wavemaker