THE POWER OF FLOWER

TitleTHE POWER OF FLOWER
BrandCLOSE TO NATURE FLOWERS
Product / ServiceBOUQUET FLOWER
CategoryB04. Posters
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND
Production VISIONARY GROUP Bangkok, THAILAND

Credits

Name Company Position
SUTHISAK SUCHARITTANONTA BBDO BANGKOK CHAIRMAN & CHIEF CREATIVE OFFICER
ANUWAT NITIPANONT BBDO BANGKOK DEPUTY CHIEF CREATIVE OFFICER
PITHA UDOMKANJANANAN BBDO BANGKOK CREATIVE DIRECTOR
CHARNPANU SUCHAXAYA BBDO BANGKOK SENIOR ART DIRECTOR
MANAMAI RODPETCH BBDO BANGKOK COPYWRITER
ARUNEE RUEANGWATTANAPORN BBDO BANGKOK GROUP ACCOUNT DIRECTOR

The Campaign

This campaign was created for Close To Nature Flowers, the largest florist chain in Thailand, famous for its arrangements and beautiful range of colourful flowers. The concept is “HURRICANE” An angry girlfriend or boyfriend is just like a fierce storm, and the aim of this poster campaign is to target male customers who need to find a way to restore peace to their relationships – our solution is with flowers. The art direction of the campaign was inspired by infrared satellite images of actual hurricanes and then crafted with Close To Nature’s colourful range of flowers. More than 100,000 flowers and 32 different varieties were used to create 3 Hurricanes – showing the beauty and variety of flowers and demonstrating Close To Natures expertise in floral arrangements. When there is a “Hurricane” situation, calm her down with flowers.

Creative Execution

The art direction of the campaign was inspired by infrared satellite images of actual hurricanes and floral stylists and flowers (more than 100,000 flowers and 32 different varieties) from Close To Nature were used to develop 3 living posters on 1 metre boards. We then photographed each of the floral hurricane arrangements for our campaign.

Indication of how successful the outcome was in the market

After the launch, Close To Nature’s website hits increased by 10% and sales increased by 24%. With a lot of flowers and a little luck, hopefully thousands of relationships were also saved from disaster.

With Valentine’s season over, we targeted another reason people buy flowers --- to make up. We target male customers who are in stormy relationships and are looking for a way to calm things down and restore peace between them their girlfriends/boyfriends/significant other.