Seasol gets dirty in hilarious new campaign ‘Dirty Old Secrets’ via Howatson+Company
In a world where most “expert” plant advice is made up by someone with one houseplant and a ring light, Seasol, Australia’s iconic seaweed plant tonic, is sharing gardening tips worth paying attention to in a new documentary series ‘Dirty Old Secrets‘ created by Howatson+Company.
Seasol’s Dirty Old Secrets is unearthing the tips, tricks and offbeat wisdom older gardeners have been keeping buried for decades. And it’s juicier than a ripe ole tomato.
Across ten bingeable shorts, Dirty Old Secrets, directed by Connor Pritchard of Good Oil, shines a hilarious light on seasoned gardeners who reveal the gardening hacks they’ve sworn by for decades. From “how to grow your own edibles” to “getting your citrus together” this is gardening advice like you’ve never seen it: hilarious, snackable and just the right amount of quirky. All voiced by hip hop artist L Fresh the Lion.
Says Greg Matheson, Head of Marketing, Seasol: “We’re seeing a surge in younger Australians discovering the joy of gardening, but many are lacking the knowledge and gardening experience to help their plants truly thrive. Meanwhile, older generations have decades of proven expertise, often with Seasol at the heart of their success. With Dirty Old Secrets, we’re ensuring that invaluable wisdom is preserved and passed on, while cementing Seasol’s role as a trusted partner for every gardener.”
Says Gavin Chimes, Chief Creative Officer at Howatson+Company: “When your most loyal consumers are ageing, you have two options: fade away with them or create new relevance. Dirty Old Secrets takes what quietly happens in the best backyards in the country and makes it loud, bold and impossible to miss.”
All episodes will be housed at DirtyOldSecrets.com as well as on Seasol’s TikTok and Insta pages. The campaign will be promoted through a trailer across socials and streaming, plus OOH, PR, influencers and more.
Brand: Seasol
Group Capability Director Brand and Digital, DuluxGroup: Antoinette Tyrell
Head of Marketing: Greg Matheson
Brand Manager: Taryn Splatt
Assistant Marketing Manager: Sue Edwards
Marketing Communications Specialist: Jade Bravery
Agency: Howatson+Company
Group Managing Director: Renee Hyde
Client Partner: Sophie Sykes
Business Director: Sophie Grierson
Chief Strategy Officer: Dom Hickey
Executive Planning Director: Georgia Pritchard
Senior Planner: Jade Hickey
Chief Creative Officer: Gavin Chimes
Executive Creative Director: Jeremy Hogg
Creative Director: Simon Friedlander
Senior Copywriter: Katy Hulton
Senior Art Director: Elly Pipiciello
Chief Design Officer: Ellena Mills
Design Director: Trent Michael
Designer: Harry Chambers, Gabriella Dudman, Henry Leng, Jason Nguyen
Group Head of Digital: Anna Boucaut
Digital Producer: Grace Bruty
Senior Experience Designer: Chloe Schumacher
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Head of Production: Holly Alexander
Senior Producer: Caitlin Perz
Videographer (social): Mark Broome
Photographer: Marta Bacardi
Head of Post Production: King Yong
Editor (social): Mark Broome
Head of PR: Ben Handberg
PR Senior Account Director: Michael Rossiter
PR Senior Account Executive: Grace Powers
Vocalist: Simon Friedlander
Senior Lead – Sound & Music: Shane Vancuylenberg
Production Company: Good Oil
Director: Connor Pritchard
Executive Producer: Juliet Bishop
Producer: Ellie Craven
DoP: Deven Narsai
Production Design: Imogen Walsh
Art Director: Ed Whitfield
Media Agency: Team Inspire, IPG Mediabrands
Group Business Director: Mark Dawson
Client Director: Tase Jaycobs Stefkov
National Head of Strategy: Ali Coysh
Strategy & Comms Design Director: Lauren Corner