The Sill

Objective: Despite the common assumption that caring for a plant should be easy, the average millennial plant parent has killed seven indoor plants. So we have to let them know that The Sill has a collection of plants that are hard to kill.

Target audience: Millennials aged 25-40

The problem: Despite the common assumption that caring for a plant should be easy, the average millennial plant parent has killed seven indoor plants.

Key message:  The Sill has a collection of plants that are hard to kill.

Concept Statement: For those of us who are not blessed with a green thumb, sometimes it feels like every plant we touch dies. If only there were plants that were really really really..... hard to kill

Strategy: Show extreme explains both with imagery and physically in situations and places in which a plant should not thrive.