| Título | 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. |
| Agencia | McCann London |
| Campaña | Smart Plants |
| Anunciante | Plant Drop |
| Marca | Plant Drop |
| Fecha de primera difusión/publicación | Sólo para suscriptores |
| Sinopsis | Sólo para suscriptores |
| Filosofía | Sólo para suscriptores |
| Medio | Case Study |
| Duración | |
| Advertising Agency | M...nn H...th L...on Sólo para suscriptores |
| Responsable de la creación | ..b D...al Sólo para suscriptores |
| Responsable de la creación | La....ce T....on Sólo para suscriptores |
| Chief Executive Officer (CEO) | P...y Mc....ow Sólo para suscriptores |
| Director ejecutivo de creación | S...iv M...ry Sólo para suscriptores |
| Director ejecutivo de creación | J...e M...z Sólo para suscriptores |
| Director creativo | W....am C...am Sólo para suscriptores |
| Director creativo | J...s C...by Sólo para suscriptores |
| Director creativo | A...an P..r Sólo para suscriptores |
| Productora | C...t Wo.....de Sólo para suscriptores |
| Postproducción | C...T WO.....DE L...on Sólo para suscriptores |
| Director ejecutivo de creación | ..y S...er Sólo para suscriptores |
| Creative | J...s R..e Sólo para suscriptores |
| UX Designer | S...n Cl....on Sólo para suscriptores |
| UX Designer | A...n .u Sólo para suscriptores |
| Director creativo | N..l K..s Sólo para suscriptores |
| Productor | C...a M....an Sólo para suscriptores |
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