Agency Network: 
September 2007

Nothing grows by chance. Use ITU fertilizers.

Advertising Agency: Lew'Lara/TBWA, São Paulo, Brazil
Creative Directors: Jaques Lewkowics, André Laurentino, Mani Fadel, Victor Sant'anna, Felipe Luchi, Luciano Lincoln, Braulio Kuwabara
Art Director: Mozar Gudin
Copywriter: Tomas Correa
Illustrators: Alex Voltolino, Fabio Abram, Will Murai, Eduardo Baroni, Gelmi

Comments (22)

Log in or register to post comments
StuartLittle's picture
Activity Score 466

Brilliant image

Zemane's picture
Activity Score 284

Wonderful Concept!
Nice illustration!

"Talent is luck. The important thing in life is courage."

JC Carvalho's picture
JC Carvalho
Activity Score 152


Hell yeah!!

Rachel.Mann's picture
Activity Score 450

Can someone explain to my dumb ass what's going on here?

jsptrck404's picture
Activity Score 437

it's pretty simple. it's states, rather bluntly, the thought that 'nothing grows by chance." the items that make up the roots (karaoke, camera, internet) of said growing item (shame) are meant to exemplify this simple thought or truth. that's about it.

personally, i think the art direction is killer. but the connection back to fertilizers seems a bit tenuous at best.

| think small |

maninholyra's picture
Activity Score 18

Nice Campaign, Nice illustrations.

copywriter.txt's picture
Activity Score 828


gwenbloch's picture
Activity Score 32

Great visuals

NatalieM's picture
Activity Score 1685

What does the client do? I'm confused by the ITU fertilizer copy. Art direction is pretty neat.

Disco Munky's picture
Disco Munky
Activity Score 3890

Shame comes from wetting yourself after two pints, not from the internet or cameras?

Not a fan of this.

Good artwork can only make a crap idea look a bit better, not make it a good idea.

Please try harder.


Doin' it for the points

jsptrck404's picture
Activity Score 437


| think small |

Silverinha's picture
Activity Score 65

Nothing to do ith the actual product. Art intersting though.

Hugo Noguera's picture
Hugo Noguera
Activity Score 16

7 CREATIVES DIRECTORS????? HAHAHA...that's wrong dudes...

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

It's okay to dream big and let your imagination run wild when brainstorming, but at some point you need to sober up and try to really understand what it is you're selling. I'm willing to go so far as to say this campaign completely misses the target emotionally AND rationally. Being creative for creativity's sake isn't going to impress anybody (well, maybe One Show and Cannes judges.) But certainly not the "green-thumb" audience the ad is intended for.

Right about now, I'm starting to miss all the "spec/scam" Miracle-Gro ads that were FAR more conceptually and emotionally on target...

Disco Munky's picture
Disco Munky
Activity Score 3890



Doin' it for the points

whitespace's picture
Activity Score 1953

well i don't think i've seen a more beautiful fertiliser ad, and that's something.

Activity Score 1838

I quite like this, but not as an ad, just as a piece of artwork.

It's too may leaps away from being relevant, you go 'what's that? oh right, and what's it selling? really? Hmmm. Nah'

It's a nice idea but not for that.

If you want to push your imagination over clarity, change your name to Dolores and start wearing technicolour, ethically produced hemp trousers and do a painting about how a man in the street raped you with his eyes as he walked past or something.

If you want to make ads, make them COMMUNICATE.

We're going to need more lube.

-DaMontana-'s picture
Activity Score 118

Exactly, it's a nice work for an art director or a illustrator portfolio, but not a great concept, just look at the number of creative directors, how much..7? too many people working. big groups tend to disagree.

gavioespb's picture
Activity Score 6
ivan's picture

Not really in my opinion.

Activity Score 1838

They are both trees, so they are the same in that sense. Well done! You're a genius!


We're going to need more lube.

R.Stevens's picture
Activity Score 2

I had to sign up to say that you're right, that is the same idea. The only difference is that the Shame tree is growing a negative and the Jordan tree is growing positives. I prefer the one for the trainers. I'm quite surprised that people can't see the striking similarities between these two concepts.