Lawnstream

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Credits

Role: Group Creative Director
ACDs: Kevin Filliter (Art), Jon Murray (Copy)
Art Director: Benny Brickner, Eddy Allen
Design: Dewen Yang
Writer: Mike Appleby
CCO: Ian Mackenzie
Producers: Gary Gimelfarb
Production: EarthCam

Background

Lawns are the ultimate symbol of the American Dream…or at least they were. Nowadays with housing seeming unattainable for most, the warm fuzzies associated with lawns have also faded significantly.

Furthermore the category is stuck on the cliche of before/after advertising, making everything feel relentlessly slick, polished, & fraudulent. Only worsening the issue of trust amongst lawn care’s core audiences.

So we did the opposite & cut out all the hocus pocus.  Introducing Lawnstream: a 24/7 livestream of a real lawn (in New Jersey), serving as a social platform & the world's longest-running product demo.