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Scotts Turf Builder Makes Grass So Green, This Agency Used It as a Green Screen


Here's a little inside-baseball stunt for all your advertising production people out there. Scotts Canada is running a new commercial that shows how Scotts Turf Builder Green Max will make you grass so green, you can even use it as a green screen.

"After feeding the grass, we successfully tested it as a fully functional green screen. The endless creative possibilities were only limited by our imagination. This living demo did a fantastic job delivering on the brand promise, " says Scotts Canada director of marketing Glenn Martin.

The stunt was dreamed up by agency Rethink, whose entertaining antics for the Scotts brand also including this intentionally annoying preroll earlier this year.

The green-screen spot launched on Facebook during the Toronto International Film Festival to target movie production buffs.

Beyond the spot, there were some live on-lawn demos, too. The agency fed lawns in high-traffic areas like Toronto's Regent Park with Turf Builder Green Max. Once the grass was good and green, they invited passersby to participate in the world's first grass green screen.

Visitors could select from scenes including Paris, shark-infested waters and outer space, and were then green screened and photographed by professional photographer Stephen MacLeod.


Client: Scotts Canada
Title: Scotts Green Screen

Agency: Rethink
Creative Director: Aaron Starkman
Art Director: Jake Bundock
Writer: Andrew Chhour
Broadcast Producer: Catherine Dumas
Account Director: Marie Lunny
Content Strategist: Leah Gregg

Production Company: Suneeva
Executive Producer: Geoff Cornish
Directors Rep: Hannah Gill
Producer: Evan Landry

Director: Shelly Lewis
Director of photography: Kris Belchevski

Editing House: School
Editor: Mark Morton

On-line: The Vanity
On-line Artist: Michael Medeiros

Transfer: Alter Ego
Colourist: Patrick Samaniego

Audio House: RMW/ Vapor
Executive Producer: Jeff Cohen
Producer/Composer: Dustin Anstey
Audio Engineer: Ryan Chalmers

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