Big Green & Modern Farmer announced the launch of the Million Gardens Movement. A Kimble Musk-backed food initiative, MGM kicked off on Plant a Seed Day in the context of the COVID-19 pandemic. The Million Gardens Movement aspires to allow everyone to grow their food, whether on a windowsill or in a backyard, to create a healthier, happier, more sustainable planet.
During the pandemic, more than ever, we were focused on the deep-rooted, emotional connection with food. But growing your own food? Overwhelming. Our job was to remind people that big things grow from small seeds. And it doesn't have to be perfect.
In a small internal creative team, we delivered the initial campaign branding and a manifesto film full of organic textures and handwritten text voiced by rapper Eve. Delivering to OOH, social, site and pitching direct mail, we did the most essential thing: got seeds into people’s homes and soil.
Concept ⎯ Creative ⎯ Art Direction ⎯ Illustration
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