After an advertising hiatus of almost a decade, Yates® Dynamic Lifter® returns to screens small and large in a new campaign from Mammal.
The online content and TVC show a small seedling so keen to enjoy the nutrients of the product that it literally removes itself from its pot and into the newly-boosted soil.
The piece is the result of intense collaboration between Yates Australia and Mammal, including the application of Mammal’s ‘Rapid Evolution’ strategic and creative process. It’s a process that sense-checks insights and strategies on the run, producing concept prototypes quickly and ensuring final executions directly address business challenges.
In the case of Yates Dynamic Lifter, the key was to connect the product not just to gardening but directly to soil – demonstrating the organic boost that it delivers for gardens and the plants that grow in it. To this end, Mammal also developed a new call to action and positioning line for the product: ‘Bring Your Soil to Life’.
The campaign is currently running as online content on selected sites, YouTube pre-rolls and as a 15-second TVC.