Scotts Canada set out to prove that their Turf Builder Green Max lawn food was so effective at enhancing the natural greening process of grass, that it could be used as a fully functioning green screen. The spot launched on Facebook during the Toronto International Film Festival to also target movie production buffs.
The campaign also features a live demo stunt. Throughout the summer, we went out and fed other lawns in high traffic areas with Scotts Turf Builder Green Max. Once the grass was green enough, passers-by could participate in the world’s first grass green screen by selecting from a variety of scenes like Paris or outer space, before lying down in the grass to be green screened and photographed.