MIRACLE GRO
FEED YOUR GARDEN’S SPIRIT
The inexplicable growth and life of plants can feel like magic to the average human mind. Forget the magic wands -- when determining your garden’s fate, the future depends on Miracle Gro, your secret source for prosperous growth. With just a touch of enchanted soil, your garden’s destiny is sealed.
01
Enchanted Artifacts
Miracle Gro is releasing a special edition of crystal watering cans and spray bottles, aura pots, and tarot styled packaging.
02
Ritual Offerings
Miracle Gro has designed its own tarot cards that translate to discounts and free items, such as BOGO or 50% off. When users land on the MG website, they can pull a card from the deck, and in physical locations where Miracle Gro is sold, there will be a card dispenser.
03
The Miracle Grower
Miracle Growers are being placed in urban locations prophesying future growth for any who seek guidance. The Miracle Growers will be placed in a Zoltar-esque boxes filled with plants and will answer queries with plant-themed predictions as well as provide seekers with starter packets of Miracle Gro.
04
Feed Your Garden
When explorers pass by this interactive billboard, they can get a taste of life with a green thumb. If the user follows Miracle Gro on Instagram, a digital hand will “feed” the billboard with a packet of Miracle Gro. As the packet feeds the billboard, it adds more blooms to the burgeoning garden.
05
Plant Whisperers
Cultivating a peaceful mind is just like cultivating a healthy garden-- it requires time, effort, and diligence, and the rewards are beautiful. Partnering with Headspace, Miracle Gro introduces Plant Whisperers: a series in which plants will be read tarot readings, encouraging blossoming growth, and spoken to the frequency of 20 Hz (plants’ favorite frequency). Your plants can bloom as your space comes alive.
06
Bewitching Visions
Miracle Gro releases a Tarot Garden AR filter in which users can see their world through the charmed lens of Miracle Gro. As users move their camera around their rooms, it will show their space transformed into a tarot-style, plant-filled sanctuary, prophesying what their space could look like with the help of Miracle Gro magic. Miracle Gro will repost users’ tagged content as well as collect them in a highlight, and followers can vote on the room of the week in IG stories.
07
The Secret Gardens
We’ll place secret garden pop-ups in select cities, discoverable by following clues hidden around town. Participants who stumble upon these speakeasy-type gardens are greeted with limited-edition pots and garden accessories not available anywhere else as well as tarot readers, and thoughtfully-concocted cocktails.