The problem
Juhani Puukool, a plant nursery that has been growing plants for a quarter of a century, wanted a spring campaign to raise awareness and send people to its online shop. The client wanted to show the Estonian plants it grows itself, not an exotic jungle.
The solution
We built the campaign on plant puns. Estonian plant names are full of hidden meanings, so each slogan reads as an everyday phrase and a plant at the same time. “Sinu võõrasema ootab sind Juhani Puukoolis!” plays on võõrasema, which means both stepmother and pansy. “Tule Juhani Puukooli lõvilõugade vahele!” invites you between the lion’s jaws, the Estonian name for snapdragons. “Kui soovid lilli, siis meelespea Juhani Puukooli!” turns meelespea, the forget-me-not, into “remember”.
The wide range let us build a series of eight puns, from karukellad, literally bear bells (pasque flowers), to kuldkingakesed, little golden slippers (lady’s slipper orchids), for billboards and social media stories.
The results
Eight slogans, one structure: a plant, a smile and the nursery’s name at the end of every line.
Client
Our Input
Campaigns
