the brief
When Virginia Green first hired Elevation in 2010, they were a locally owned Richmond lawn-care business looking to make their first television spot. Fifteen years later, they’re one of the leading lawn-care providers in the mid-Atlantic, with locations across multiple states. The journey took a single platform, a long relationship, and a persistent willingness to evolve.
the work
The premise came early: when a lawn is Virginia Green, everybody respects it. Respect the Lawn launched the brand’s first broadcast campaign, along with Buster—a spokes-dog who gave the platform warmth, humor, and a vehicle for story. The spot worked. The platform stuck. Over the decade that followed, Virginia Green grew past its Richmond roots into Williamsburg, Charlottesville, Fredericksburg, and beyond. By 2018, the company was ready for bigger growth goals, and consolidated creative, media, planning, and digital with Elevation. We unpacked Respect the Lawn into four messaging pillars, paired the platform with an integrated media plan built for the full buyer journey, and introduced a test-and-optimize discipline across message, channel, and offer. And we kept running the playbook. Year after year. Virginia Green is now one of the largest lawn-care companies in the mid-Atlantic—and the platform that carried them there is the same one we wrote in 2010, sharpened for every new phase but still the same core idea.