Building Interest

CLIENT:NATIONAL HORTICUTURE ASSOCATION OF AMERICA AND LONGWOOD GARDENS
BUILDING A NEW GENERATION OF HORTICULTURISTS

To respond to a diminishing horticulture workforce, we knew we needed to come out bold to reach parents and middle schoolers about how amazing horticulture can be as a career. It was really about planting a seed. No pun intended. What was at stake? The future stability of gardening and food security in the U.S. is all. We developed a fun persona quiz where kids can find their archetype, produced social content about surprising careers in horticulture, and launched with Scholastic at the helm of classroom engagement.

Creative platform, art direction, video, activations, web, social, and print.

Industry kickoff video to get members and associations onboard.

Campaign Explainer.

Get a behind the scenes look at the job of Baltimore Orioles’ Head Groundskeeper Nicole Sherry! She and her crew do more than grow the field at Camden Yards, they power it. Find out if you’re a Plant

It takes a Mastermind to understand the universe, and that’s you. With your Mastermind powers, you have the ability to make plants stronger and smarter. Learn more about being a Mastermind here: https://www.wearebloom.org/students/

Houston Snead is a Plant Keeper at the Jacksonville Zoo and Gardens where he grows snacks and natural habitats for wildlife. Plant Keepers have the power to help animals not just survive but thrive! Learn how you can harness the power of plants here: https://www.wearebloom.org/students/