Major, a New York-based creative agency, filled a niche in the plant-food category.

It produced a new product, Drugs for Plants, a seaweed-based fertilizer for houseplants. The power claims to improve soil health and plant resilience. Mixed in water every two weeks, it's meant to keep plants green and healthy.

Major co-founders/creative directors Andrew Fatato and Dave Haller came up with the Drugs for Plants idea during the Covid-19 lockdown.

“The number of plants living — and dying — in our apartments went through the roof during the pandemic,” said Fatato. “My apartment was the scene of a horticultural massacre. Dave had a much greener thumb. But both of us had to quickly become minor plant experts to keep our plants alive.”

Their answer, Drugs for Plants, is a natural alternative to chemical-heavy fertilizers. Its target audience is millennials that will respond to the cheeky messaging: "Give Your Plants Their Fix."

To raise awareness of the product, sold online, Major created a cross-platform campaign that includes social and streaming video ads, as well as an experiential stunt featuring screaming plants in Brooklyn's McCarren Park. People who walked by and stopped, saw a Drugs for Plants water can and a sign that read: "Feed me."

In addition, outdoor billboards are slated for November around New York City.

Haller said: “With this campaign, our main goal is awareness — both of the product, but also of the silent screams of our plant babies and what you can do to quiet those screams by satiating their nutritional needs.”