Scotts is facing a generational shift in homeowners. Baby Boomers are giving way to Gen Xers, and the ideology of lawn is changing with it. Dual income homeowners, who are less fastidious about lawns, need a better reason than aesthetics to invest in lawn care.

"Bringing Lawns to Life" was the brand position we created for Scotts Turf Builder -- a platform that allowed us to remind young homeowners how much their yard was a part of their living space, and advocate the need to maintain it just like their home.

The messaging celebrated current lifestyles while at the same time evoking a nostalgia for childhood memories of play before technology -- a message that resonates with young parents, who struggle to manage their kid's exposure to video and touch screens.

We also targeted this new generation with online videos and user generated content that circulated through their social networks.