Agency:  Longplay 360, Sao Paulo, Brazil
Creative Director: Fernando Luna
Art Director: Eduardo Basque
Copywriter: Francine Bittencourt
Illustrator: Natan Nakel
Digital Artist: Luiz Fasoli
Copy: “Do you want your garden to live longer? Ask me how.”

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: The reader should think they don’t have all the answers. When viewing the ad the reader should think there’s additional horticultural practices he/she is not yet practicing.
2. Affective: Curious, interested and intrigued. The reader should also feel welcomed or invited.
3. Conative: The end goal is for Natureza Magazine to be a resource for the horticulturists. It starts with the gardener picking up a Natureza Magazine and taking a look the next time they’re at the book store and continues with new subscribers.

Positioning
To evoke the deep humanist emotion of altruism within the horticulturists, these ads seek to humanize the various plants grown through their personification with relatable health concerns.

Consumer Promise
Natureza Magazine will teach you insider tricks for healthier plants.

ADDITIONAL EXECUTION

Visual: A planted flower blooms in the lower right and the sketch is of the flower smothered in soap suds taking a shower. The entire ad is a light blue.
Copy: “Do you want your flowers to smell better? Ask me how.”