Maggie Tyndall
Snapshot of a few campaign pieces for The Sill

Objective

Despite the common assumption that caring for a plant should be easy, the average millennial plant parent has killed seven indoor plants. The majority of millennials take these deaths seriously. 67% of them call themselves plant murderers. Find a way to show this audience that plants from The Sill are low maintenance and hard to kill.

Concept Statement

Daily to-do lists. Weekly planners. Monthly calendars. Things to do for work. Time for self-improvement. Time with the kids. Time with pets. Time with friends, with parents, etc. With all of this happening, it’s hard to keep track of the plants, so they end up dying. We know that we have to take care of them, but can never seem to find the time. Plants aren’t your top priority. And with Sill, they don’t have to be.

A mockup social post that featues a picture of a man running with text that reads Busy improving? Text below reads We know more than just plants, we know you. The caption of the social post reads Plants that are built to withstand anything just like you
A mockup social post that featues a picture of a woman sitting at a desk at home with text that reads Busy Learning? Text below reads We know more than just plants, we know you. The caption of the social post reads Take care of business. The plants can take care of themselves
A mockup social post that featues a picture of a man sitting on a couch and snuggling his dog with text that reads Busy Snuggling? Text below reads We know more than just plants, we know you. The caption of the social post reads This little guy is a priority. The plants don't have to be
A mockup social post that featues a picture of a group of people on the beach enjoying vacation with text that reads Busy Living? Text below reads We know more than just plants, we know you. The caption of the social post reads Plants so low-maintenance they'll take care of themselves while you take on vacation
A mockup social post that featues a picture of a woman playing with her kid in a park with text that reads Busy Laughing? Text below reads We know more than just plants, we know you. The caption of the social post reads The plants won’t be jealous that you’re spending time with the kids.