First Editions
Everyone knows the gap between the perfect photo on a plant tag and what actually grows in the yard. For Bailey Nurseries, whose First Editions shrubs truly deliver on their promise, that skepticism was an opportunity. With a tagline "Take the Hard Work Out of Yard Work," our spring campaign met distrustful gardeners with an honest message: less hard work in the yard, so people can spend more time enjoying their plants and less time worrying about them. Design and art direction for a multichannel campaign that spanned CTV, Meta & digital ads, in-store executions, and print. Results: increased impressions, sales and foot traffic.
Created at Planet Propaganda | ECD: Dana Lytle | Writer: Joe Kuhns | Animation: Kris Kluthe | Production Designer: Shelley Meuer
