Get closer to your plants.

Our commercial features an app called Plantify, which enables its users to read and listen to their plants. Due to the fact that this was our last school project, we set out to make it memorable and funny, while still being somewhat in awareness of the laws of physics. That led us to favor the idea of a subscription-based app as a service which can be used by almost anyone, in comparison to some of our different ideas, like a time-traveling-toaster or a knowledge-pill ideally suited for exams and tests. We would describe our app and it’s advantages like that (in the voice of Steve Jobs):

In a world where we spend more and more time indoors, it can be easy to forget to be in touch with nature. We forget how important it is to take care of the plants that surround us. But what if we could have a conversation with them? What if we had a way to communicate with the plants and build a personal connection with them? That's exactly what is becoming a reality with the new and innovative "Plantify" app.

The app is a unique way to connect and communicate with plants. Through the app it is possible to talk to indoor plants, garden plants as well as wild plants. You can ask them how they feel, what they need, or just talk to them. And the best thing is: you get the answer displayed in the app in just a few seconds. For the implementation, our app uses a unique technology to translate the language of plants and make them understandable for humans. You can simply ask your questions to the plants, and they will answer you in real time. The answer is then converted by the app and displayed on your own phone.

Did you ever wonder if your Houseplant wants some fresh new water? Whether its position is comfortable or you should move it? With Plantify’s brand new “Plant-to-speech” function, your non-human communication skills will reach new heights. We, humanity, have ignored the green of our world for far too long, but now that is over! Be part of the rising valuation of plants and the tremendous amount of unfound possibilities. You want to use Plantify for scientific research? Go along! Now that the barrier of human language was broken, scientists will be able to learn more in-depth about the nature of nature. Revealing the spirit of your plants and their emotions, we, Plantify, bet you’ll think twice about global warming and its consequences, while just minding your business in the future. Lastly, the “plant-to-speech” function will gradually reduce the amount of boredom you’ll experience in your free time. Your friends are not there? Have a chat with your cactus. You need some life advice? Plants are smarter than you might think! Just ask them about their opinion – they might surprise you.

Our advertisement targets the younger and mobile generation, who lost a bit of touch to the nature. This generation might be aware of the nature’s beauty, but is mostly way too caught up in their life, on social-media websites and stuck in their room with their phone. A lot of them might had a plant at one point, but weren’t able to save them from drying out, because as an opposite to some pets, plants can’t really voice their needs.

By displaying an insulting cactus, we’re trying to get the attention of the younger and digital-native audience and to raise their interest - not only in our app, but also the nature itself. We’ve chosen to use the insult of our own app as an attention grabber, and while we don’t specifically show that, we’re displaying Plantify as the way for our audience to take care of their plants easily.

That being said, we have to add that the app itself is designed and suited for a much wider audience as well, and only the advertisement we made for it, targets the younger and digital-native generations.

Like we’ve mentioned before, our advertisement is targeted at the digital-natives of this and the previous generation. That’s why we’ve opted to use a lot of humor over the entire duration of the ad. This includes the style of the narration, the selection of the screen-play in scene 2, the screenshot (especially the “tipp”) shown in scene 4, as well as the “post-ad” scene featuring the protesting cactus. The use of humor to such a large extent, gives the ad almost a satirical vibe and grabs the target group's attention and also sparks their interest, since the ad is content that can easily be shared via the corresponding social media platforms and mixes right into other, satirical and original content. This is also the reason why the ad doesn’t artificially create offers or free-trials, since the “desire” and “action” very likely happens natively. This is made possible by the fact, that our product is an app which can be downloaded with a single click on the advertisement and experienced for their own joy. The natural desire to have fun and the low entry barrier, is enough for a potential customer, who spends time on social media apps, to download and install our app and give it a quick try - now there’s just the app that has to be good enough for them to come back.

Concept and idea (Luka, Joris & Niclas)
Storyboard & drafts (Joris)
Recording (Luka, Joris & Niclas)
Video editing (Joris)
Voiceover (Joris & Niclas)
Documentation texts (Luka, Joris & Niclas)
Website (Joris & Niclas)