| Başlık | New houseplants |
| Brief | ‘Plant Drop’ is an online retailer for plants, but they face stiff competition in a saturated market with little differentiation. They needed a way to set themselves apart, steal market share and drive sales.We all know plants oxygenate the air, but few know they also have the power to remove every-day toxins in the home. Introducing SMART PLANTS, rebranding an existing range of houseplants as air-purifiers.Working with a lead botanist from Oxford University and inspired by the ‘Energy Rating System’ for household appliances, we created the ‘Pollutant Absorption System’ – for house plants. Complex NASA data detailing plant variants and the toxins they help remove was distilled down into a simple, easy-to-understand key. Now, instead of buying plants based on appearance, consumers bought plants based on their lifestyle.Furthermore, the PAS design system was made open-source for other plant retailers to adopt and integrate into their own e-commerce sites. |
| Haftanın | McCann London |
| Kampanya | Smart Plants |
| Reklamcı | Plant Drop |
| Marka | Plant Drop |
| İlk Yayınlanma Tarihi | 2023 |
| hikaye | Smart Plants redefines the way we shop online for houseplants - not for their looks but for their smart, pollution-absorbing properties. |
| felsefe | Inspired by this research and working with Dr Chris Thorogood, Deputy Director and Head of Science at the University of Oxford Botanic Garden and Arboretum, McCann London and McCann Health London have created a system that categorises everyday houseplants that can help remove specific toxins from the home for Plant Drop. |
| Medya Türü | Case Study |
| Süre | |
| Advertising Agency | McCann Health London |
| Yaratıcı Ajans Başkanı | Rob Doubal |
| Yaratıcı Ajans Başkanı | Laurence Thomson |
| Chief Executive Officer (CEO) | Polly McMorrow |
| Yaratıcı Yönetmen | Sanjiv Mistry |
| Yaratıcı Yönetmen | Jamie Mietz |
| Yaratıcı Yönetmen | William Cottam |
| Yaratıcı Yönetmen | James Crosby |
| Yaratıcı Yönetmen | Adrian Parr |
| Prodüksiyon Şirketi | Craft Worldwide |
| Post Prodüksiyon | CRAFT WORLDWIDE London |
| Yaratıcı Yönetmen | Guy Swimer |
| Creative | James Rose |
| UX Designer | Shaun Clarkson |
| UX Designer | Alvin Wu |
| Yaratıcı Yönetmen | Neil Kaas |
| Prodüktör | Ciara McGowan |
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