Miracle-Gro has been the brand expert in growing things for the past 150 years. When the internet declared that the bush was back in 2025, we saw a proactive opportunity to reclaim the moment and redirect it into a cultural conversation about gardening.

In partnership with Gabby Windey, we proclaimed it a Full Bush Summer, a campaign born from a budding social conversation. We leveraged platform native trends and evolved in real-time to meet the demands of our audience, inherently promoting Miracle-Gro's objective of getting people to the garden during their peak season. 

Gabby Windey, a reality TV personality best known as the internet's hopecore muse, served as the face of the campaign. The decision to partner with Windey proved to be a savvy influencer mic-pass, deepening the campaign’s relevance and resonance with new audiences. 

This viral campaign was rooted in the social and cultural conversation surrounding the reclamation of women's body autonomy. Miracle-Gro championed this movement by encouraging the growth of wilder, more lush bushes as an act of rebellion. Full Bush Summer stands for self-expression inside and outside of the garden, just as Mother Nature intended.

As a result, we created a community of bush enthusiasts who got off their phones and into the garden. The campaign earned 1.35B+ media impressions, 8.5M+ social impressions, and grew 36K+ followers.