Every year, thousands of people leave their indoor plants behind in an attempt to escape the unbearable summer weather in Dubai. All alone and unable to express their sadness, many of these plants just give up, wither, and die.

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We decided to put an end to this with the "Plant Summer Camp." And collaborating with Dubai Garden Center, we launched the first-ever daycare service for plants, encouraging people to drop off their indoor plants at the center where they would be cared for, loved, and entertained until they come back.

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Through a series of short films, the campaign featured a playful scout leader character who read bedtime stories, played bingo, and even sang to the plants, ensuring they were happy and healthy while their owners were away. The campaign launched on TV and social media, quickly gaining media coverage and public interest. It achieved over 100,000 interactions on social media and generated more than USD 100,000 in free press coverage. During the campaign, the Plant Summer Camp received 61 people and 146 plants, while Dubai Garden Center saw a 5% increase in footfall compared to the previous summer and a 29% increase in sales.

 

Most importantly, the plants not only survived the summer but thrived, staying happy and healthy.