Background

Densicor is a breakthrough fungicide from Bayer that allows golf course superintendents to fight five different diseases with one application. They wanted a campaign idea that could stand out from all the other maintenance ads. It was up to us to find a creative hook that could really jump off the page.

Execution

In agriculture, you hear the same product benefits over and over again: better control, all-in-one solution, broad-spectrum — you get the picture. I wanted to approach this differently, so I gave turf’s five most notorious diseases a name: The Frightful Five. With a monstrous enemy in place, golf course superintendents could be the fearless heroes who pick Densicor as their weapon of choice.