In a world where most “expert” plant advice is made up by someone with one houseplant and a ring light, seaweed plant tonic brand, Seasol, is sharing gardening tips worth paying attention to. 

…and through the creative inspiration of Howatson+Company, that expert advice comes in ten bingeable shorts that are delightfully offbeat, hugely entertaining, and funny.     

The doco series, Dirty Old Secrets, directed by Good Oil’s Connor Pritchard, unearths the tips, tricks and offbeat wisdom older gardeners have been keeping buried 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. 

Greg Matheson, Seasol head of marketing, stated, “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.” 

Gavin Chimes, chief creative officer at Howatson+Company, added, “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.

Credits:

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
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    
Designers: Harry Chambers, Gabriella Dudman, Henry Leng, Jason Nguyen    
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    
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  V
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 Agencies: 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