With its superior ability to grow in rough Australian conditions, we decided to see how far we could take this premise, not only to recapture the Greenland awareness, but to reinvigorate the category and take it away from technical proof-points that inform (but don’t excite) our customers.

To reinforce this point, we began by depicting Greenland growing in some more unconventional settings, including in a gumboot or a house gutter. Using social, digital, print and DM channels, we gradually took Greenland into increasingly stranger territories. Over the space of three months, we moved from unconventional to outlandish, as we took this durable variety to the Arctic Circle, the inside of a volcano, and finally, all the way to the moon and beyond.