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

September 2007


StuartLittle's picture
468 pencils

Brilliant image

Zemane's picture
284 pencils

Wonderful Concept!
Nice illustration!

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

JxCx138's picture
152 pencils


Hell yeah!!

Rachel.Mann's picture
450 pencils

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

jsptrck404's picture
437 pencils

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
18 pencils

Nice Campaign, Nice illustrations.

copywriter.txt's picture
828 pencils


gwenbloch's picture
32 pencils

Great visuals

NatalieM's picture
1685 pencils

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

Disco Munky's picture
Disco Munky
3890 pencils

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
437 pencils


| think small |

Silverinha's picture
65 pencils

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

Hugo Noguera's picture
Hugo Noguera
16 pencils

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

Jet Propulsion Lab's picture
Jet Propulsion Lab
10679 pencils

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
3890 pencils



Doin' it for the points

whitespace's picture
1953 pencils

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

1838 pencils

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
118 pencils

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
6 pencils
ivan's picture

Not really in my opinion.

1838 pencils

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
2 pencils

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.

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