Sometimes the best ideas live in the graveyard. This one still makes me smile.

Pennington, a lawn and garden powerhouse, was already on the field (literally) with their “Flip the Turf” campaign, turning sports turf fields across the country into lush, sustainable grass.

Then came the perfect storm: Super Bowl LIX in New Orleans.

What better cultural moment to talk sustainability than when the entire sports world was descending on the Big Easy?

This campaign would’ve tapped into the biggest cultural event in the city and the biggest sporting event of the year — rethinking beads, the waste they create, and flipping them into something green, responsible, and still worth throwing off a float. It would have been Pennington planting their flag on sustainability in the most NOLA way possible.