A BRAND MOVEMENT TO SAVE A SPECIES
BAYER ADVANCED LAWN & GARDEN
Bayer Advanced, not Bayer the aspirin, specializes in home and garden pesticides and weed control. They produce the only pesticide known to kill the emerald ash borer, which is crucial as this invasive species is decimating ash trees. This presented an opportunity for Bayer Advanced to start a movement to save the ash tree, similar to Ben & Jerry's efforts for honey bees. The challenge was to inspire people by making the ash tree matter.
The peace movement had the peace symbol. Guitar Hugger has this.
Articles of faith let others know you're a part of the movement.
Posters illustrate how bad things could get.
Interactive OOH plays rock classics on poorly chosen instruments.
At live music events, guess which endangered species gets the most attention.
A stump record release makes a great PR stunt.
On the Guitar Hugger website people can donate and take action for the cause. And Bayer gets credit for sponsoring the movement.
It all comes together at point-of-sale with live DJ remotes and Guitar Hugger product branding.
And it wouldn't be an authentic Rock movement without the smokable swag.
