| Title | BLOOM-BRELLA |
| Brand | SCOTTS GARDENING FERTILIZER |
| Product / Service | MIRACLE-GRO |
| Category | C02. Small Scale Special Solutions |
| Entrant | Y&R GUANGZHOU, CHINA |
| Entrant Company | Y&R GUANGZHOU, CHINA |
| Advertising Agency | Y&R GUANGZHOU, CHINA |
| Name | Position |
|---|---|
| Nils Andersson | Chief Creative Officer |
| Dicky Meng | Executive Creative Director |
| Peter Feng | Creative Director |
| Fiona Li | Copywriter |
| Monya Tian | Art Director |
| Mona Liu | Photographer |
| Mina Zhang | Art Buyer |
| Mindy Guan | Account Supervisor |
| Mina Zhang | Producer |
| Carrie Wu | Account Manager |
| Danniel Xu/Questa Wen/Hailey Huang | Other Credits |
Miracle-Gro is America's best selling plant food brand. It can have miraculous effects on flower blooms. However, the Chinese consumers are not very familiar with the brand, or it's miraculous properties. Enter the Bloom-Brella. Complete with its very own Bloom-Brella stall. When closed, it looks like a flower bud. When open, it looks like a flower in full bloom. 1000 Bloom-Brellas were given out every day for a whole week. So Bloom-Brellas went on their own unique blooming journeys around the streets of Guangzhou. Turning them into a giant walking blooming flowerbed. And the seeds were sown for Miracle-Gro.