Despite snow covering the East Coast of the US, today is the first day of spring. In celebration of the vernal equinox, Miracle-Gro is "planting" a garden of emoji characters in a campaign sprouted by 360i.
Every time a Twitter user employs a new plant-based emoji with the hashtag #Springmoji, the fertilizer brand will ‘plant’' an emoji in its digital garden. The virtual flora is visible on website springmoji.com.
The project sprung to life in a collaboration between 360i and developer Matthew Rothenberg, who created emojitracker.com.
Campaign credits
Client: Miracle-Gro
Agency: 360i
Chief Creative Officer: Pierre Lipton
Group Creative Director: Megan Skelly
Creative Director, Copywriter: Daniel Bremmer
Creative Director, Art Director: Alex Shulhafer
