# Silicon & Shame Trees Itu Fertilizers Campaign By Ayman | Published 2008-05-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/itu-fertilizers References: [adsoftheworld](http://adsoftheworld.com/media/print/cooperativa_agricola_de_itu_nouveau_riche?size=_original) These creative Itu Fertilizer ads depict a silicon tree as a woman getting silicon enhancements who also happens to be rooted in being middle aged with kids and a divorce. That will show everyone that *"Nothing grows by chance"* wouldn't it? Well, that's what *Cooperativa Agrícola de Itu* and Lew'Lara/[TBWA](https://www.trendhunter.com/trends/balloon-product-test) ad agency is hoping. In addition to the aforementioned breast augmentation ad (which comes with a crazy squirrel "appreciating" the enhanced boobage on the silicon tree), we have print ads showing that **shame** grows out of a combination of karaoke, a camera and the internet. And how can you tell that someone is Nouveau Riche? Money, a sweet ride and bad taste would be the answer. Finally, the tree of **cheating** grows by having a workaholic husband, a wife and a personal trainer. The illustrations were done by Alex Voltolino, Fabio Abram, Will Murai, Eduardo Baroni and Gelmi for Lew'Lara/TBWA ad agency São Paulo, Brazil under art direction by Mozar Gudin. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 16% | Activity: 2% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Silicon Enhancements:** Disruptive innovation opportunity: Develop innovative technologies and techniques for safer and more effective silicone enhancements. - **Shame Culture:** Disruptive innovation opportunity: Create platforms or services that promote empathy and support in countering the negative impacts of shame in the digital age. - **Cheating Relationships:** Disruptive innovation opportunity: Build trust-building tools and resources for couples to prevent or address cheating in relationships. ### Where This Applies - **Cosmetic Surgery:** Disruptive innovation opportunity: Integrate advanced technologies like 3D printing and AI into cosmetic surgery procedures to enhance safety and customization. - **Social Media:** Disruptive innovation opportunity: Develop algorithms or AI-powered tools to detect and mitigate cyberbullying and shame culture on social media platforms. - **Relationship Counseling:** Disruptive innovation opportunity: Utilize virtual reality (VR) or telemedicine solutions to offer convenient and immersive therapy sessions for couples dealing with infidelity issues. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md) - [Orchard Drive-Thrus](https://www.trendhunter.com/trends/orchard-drive-thru.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Whimsical Garden Product Campaigns](https://www.trendhunter.com/trends/where-the-good-things-gro.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Candid Celebration Campaigns](https://www.trendhunter.com/trends/theres-an-edible-for-that.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md)