National Gardening League makes growing home lawn competitive. Finally.
Sabrina Hill-Bailey: 'It’s designed to inspire a younger audience and novice gardeners who want to get started but need a nudge - and what better motivator than glory and bragging rights?'
Yates has launched Click & Grow, a new garden care system, with the creation of the National Gardening League (NGL) - a campaign turning lawn care into a competitive national sport.
The campaign, developed with Howatson+Company, positions Click & Grow as the “Official Equipment” of the NGL, supported by an AI-powered web app that scores lawns based on growth, consistency, and greenness.
Users are ranked on a national leaderboard, competing for $10,000 cash and a Championship Green Thumb ring.
"Australians love two things: sport and lawns. By combining the two, the National Gardening League makes lawn care fun, competitive, and accessible," Sabrina Hill-Bailey, Head of Integrated Marketing, Yates Australia, said.
“Powered by our new Click & Grow System, it’s designed to inspire a younger audience and novice gardeners who want to get started but need a nudge - and what better motivator than glory and bragging rights?”
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Gavin Chimes, Chief Creative Officer, Howatson+Company, said: “Gardening in Australia is already an extreme sport. Torrential rain, searing heat, Jumanji- like bindis, weeds, possums and more.
“With the National Gardening League, we’ve given it the platform it deserves. All while showing Yates’ Click & Grow is the ultimate equipment for it all.”
The AI technology was built by Howatson+Company’s Data and Technology team, enabling consistent lawn refereeing nationwide.
The NGL will roll out across TV, OOH, radio, digital, social, and in-stadium activations during the NRL and AFL finals, with sports-style coverage and commentary.
If you think you’ve got what it takes to win, enter at https://www.yates.com.au/ng
Credits
Brand: Yates Australia
Group Capability Director, Brand and Digital: Antoinette Tyrrell
Head of Integrated Marketing: Sabrina Hill-Bailey
Senior Integrated Campaign Manager: Anique Ballesty
Content Manager: Jamie Cother
Digital Marketing Manager: Sam Bochiwal
Horticultural Communications Manager: Angie Thomas
Agency: Howatson+Company
Group Managing Director: Renèe Hyde
Client Partner: Sophie Sykes
Senior Business Manager: Eddie Moult
Executive Planning Director: Georgia Pritchard
Chief Creative Officer: Gavin Chimes
Executive Creative Director: Jeremy Hogg
Creative Director: Simon Friedlander
Copywriter: Madeleine Semit
Senior Art Director: Huei Yin Wong
Senior Producer: Caitlin Perz
Senior Lead, Sound & Music: Shane Vancuylenberg
Senior Editor: Fraser Kelton
Chief Data & Technology Officer: Hoàng Nguyễn
Group Head of Digital: Anna Boucaut
Head of Experience Design: Trent Roberts
Lead Digital Producer: Beth Nokes
Engineering Director: Brendan McKenzie
Full stack developer: Bao Luong
PR Senior Account Director: Michael Rossiter
Chief Design Officer: Ellena Mills
Design Director: Trent Michael
Design Director: Reece Lawson
Sydney + 479 South Dowling St, Surry Hills
Melbourne + 88 Chapel St, WindsorDesigner: Jock Price
Studio Lead: Simon Merrifield
Finished Artist: Patrick Rivera
Production Company: Chee Productions
Executive Producers: Matt Chee & Tamiko Wafer
Director & Photographer: Oliver Rose
Props & Wardrobe Stylist: Lucia Arias Martinez
Standby Props: Iwona Lau
Hair & Make-Up: Michelle Cox
Media Agency: IPG Mediabrands
Group Business Director: Mark Dawson
Client Director: Tase Jaycobs Stefkov
Client Director: Michael Wood
Investment Manager: Genevieve Casey
Associate Activations Director: Alex Owsianka
Senior Account Manager: Bec Baldwin
