Spectracide weed killers and insecticides empower lawncare do-it-yourselfers to maintain a healthy lawn free of unwanted pests. The “Meet the Neighborhood” poster series was part of the broader “You Hold the Power” campaign launch for the brand.

In the crowded retail category of Home & Garden, Spectracide is not one to play it safe. To fully capture the empowerment consumers feel with Spectracide in hand, we crafted indulgent headlines that described our characters’ personalized versions of ultimate power. Because no brand has a more powerful assortment of SKUs to help weekend warriors live up to their namesake.

In the U.S., as more and more consumers take on home improvement and landscaping projects themselves, there is an opportunity to not just speak to them, but to get inside their heads with the right voice.

To introduce the power-packed, no-drip QuickFlip sprayer to the world, we recruited a neighborhood of colorful characters and put the power of Spectracide in their hands.

We needed more than eight-word headlines and run-of-the-mill art direction to fully express the “You Hold the Power” tagline. To do so, we intentionally, and with great pleasure, violated out-of-home and point-of-sale category best practices.

Our self-exalted homeowners struck heroic poses as copy meticulously articulated, at great length and in glorious detail, what their version of ultimate power feels like in rambling, drunk-on-their-own-power prose.