It’s no secret that weeds left untreated start to spread annoyingly fast. We leveraged this insight to bring an interactive experience into a traditionally non-interactive environment: TV.
Prickly dared people to change to a specific channel to see how fast he was spreading. When they changed the channel, there he was, multiplying just as weeds would when not properly managed. And when it came time for Prickly to die, viewers had the kill switch in the palm of their hands.