Creativity

Lawnbnb: Because a Gorgeous Patch of Grass Beats a Jail Cell

Scotts Teams With the Onion on Native Content Push

By Jack Neff. Published on Mar 30, 2016

Editor's Pick

It takes a brave brand to commission Onion Labs to do native content. The Onion is, after all, pretty good at skewering brands with entirely uncompensated parody. But Scotts, on a mission to shake millennials out of their collective apathy over lawn care, has added a pinch of Onion to its new campaign, sponsoring a Lawn and Garden native content patch.

It includes tips, such as replacing your lawn blade by blade with all-weather fibers, and a video promoting Lawnbnb, which allows people, like the featured turtle-fighting miscreant, to rent (or "share") lawns of strangers to sleep on.

This work was also featured on Adage's The Lowdown.

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About

Credits

Date
Mar 30, 2016
Agency:
Onion Labs
Client:
Scotts

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