Case History: ACE: The Paper Plantation Card Describe the brief from the client: ACE, the hardware and lifestyle store wanted more mileage for its outdoor and gardening range along with the distribution of its 2013 Outdoor Catalogue. They wanted to generate increased awareness and trial specially for its gardening category spanning potting soil, fertilizers, seeds and handy garden machinery. Creative Execution: Generating excitement for a Do It Yourself gardening product is no easy task, especially when it involves getting Non DIY customers into the act. Our ‘Paper Plantation Card’ aimed at redefining the gardening category by getting the customer involved with the magic of gardening. Describe the creative solution to the brief/objective. We felt that the best way to seed desire and initiate trial was to create a talking point at the ACE store. So we created the ACE Paper Plantation Card, a special Card made out of garden seeds. It invited people to experience...