Competitive gardening.
Yates’ has launched the National Gardening League (NGL) through Click & Grow® in a campaign via Howatson+Company.
“Australians love two things: sport and lawns," said Yates Australia head of integrated marketing Sabrina Hill-Bailey.
"By combining the two, the National Gardening League makes lawn care fun, competitive, and accessible.
"Powered by our new Click & Grow® System, it’s designed to inspire a younger audience and novice gardeners who want to get started but need a nudge - and what better motivator than glory and bragging rights?”
The NGL provides the chance to take home $10,000 cash and a Championship Green Thumb ring.
Scan your lawn via the ai-powered web app, get a score (based off level of growth, consistency, greenness and other criteria), and get placed on a national leaderboard.
The National Gardening League is live across TV, OOH, radio, digital, social and even in stadium for NRL and AFL finals.
“Gardening in Australia is already an extreme sport," said Howatson+Company chief creative officer Gavin Chimes.
"Torrential rain, searing heat, Jumanji- like bindis, weeds, possums and more.
"With the National Gardening League, we’ve given it the platform it deserves. All while showing Yates’ Click & Grow® is the ultimate equipment for it all.”
Enter at https://www.yates.com.au/ngl.
Credits
Brand: Yates Australia
Group Capability Director, Brand and Digital: Antoinette Tyrrell
Head of Integrated Marketing: Sabrina Hill-Bailey
Senior Integrated Campaign Manager: Anique Ballesty
Content Manager: Jamie Cother
Digital Marketing Manager: Sam Bochiwal
Horticultural Communications Manager: Angie Thomas
Agency: Howatson+Company
Group Managing Director: Renèe Hyde
Client Partner: Sophie Sykes
Senior Business Manager: Eddie Moult
Executive Planning Director: Georgia Pritchard
Chief Creative Officer: Gavin Chimes
Executive Creative Director: Jeremy Hogg
Creative Director: Simon Friedlander
Copywriter: Madeleine Semit
Senior Art Director: Huei Yin Wong
Senior Producer: Caitlin Perz
Senior Lead, Sound & Music: Shane Vancuylenberg
Senior Editor: Fraser Kelton
Chief Data & Technology Officer: Hoàng Nguyễn
Group Head of Digital: Anna Boucaut
Head of Experience Design: Trent Roberts
Lead Digital Producer: Beth Nokes
Engineering Director: Brendan McKenzie
Full stack developer: Bao Luong
PR Senior Account Director: Michael Rossiter
Chief Design Officer: Ellena Mills
Design Director: Trent Michael
Design Director: Reece Lawson
Designer: Jock Price
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Production Company: Chee Productions
Executive Producers: Matt Chee & Tamiko Wafer
Director & Photographer: Oliver Rose
Props & Wardrobe Stylist: Lucia Arias Martinez
Standby Props: Iwona Lau
Hair & Make-Up: Michelle Cox
Media Agency: IPG Mediabrands
Group Business Director: Mark Dawson
Client Director: Tase Jaycobs Stefkov
Client Director: Michael Wood
Investment Manager: Genevieve Casey
Associate Activations Director: Alex Owsianka
Senior Account Manager: Bec Baldwin
