Reconnecting audiences with London through the power of flowers
Funnyhowflowersdothat.co.uk (an initiative from Fever UNLIMITED client, The Flower Council of Holland) tasked Fever with finding a way to bring their new ATL campaign to life: demonstrating the need for more flowers in our lives, especially amongst its target audience of urban dwelling 35–45-year-old cultural mavens.
During lockdown, searches for flowers “bloomed” by 277%. Instagram was positively “overgrown” with picture perfect peonies, petal baths and flower crowns whilst flower adorned cafes and social media hotspots have become hotter now more than ever. Fever’s challenge was coming up with a media worthy angle when there is nothing new to say about flowers.
We used insights to appreciate the pulse of this audience, creating a highly visual and interactive experience that was also COVID-friendly to cater to their desires. Lewis Miller, aka The Botanical Banksy, was brought in to create a floral spectacle like never seen before to the streets of London to welcome people back into the city and remind them of the power of flowers in connecting people. A blend of photography and videography formed a dual content strategy which landed us an enviable breadth of coverage – from the Daily Mail to the Guardian to Creative Boom. But, at the end of the day, it’s about seeing smiles on people’s faces!
Client
CAPABILITY
- CREATIVE
Agency Team
BLOOMING GOOD CREATIVE
Our insight work highlighted a large proportion of the target audience simultaneously felt nervous about venturing back into the city, whilst desperately missing interactive cultural experiences they could capture and share. Our campaign, therefore, needed to give them the highly visual interactive experience they craved whilst also being safe and accessible in the midst of a pandemic.
We needed to make something big, bold and eye-catching that lived outside and we had just the right creative partner up our sleeves to work with. We’d been following the work of US floral heavyweight Lewis Miller for a while, waiting for the right moment and brief to bring him to London for the first time. This was it. His New York Flower Flash installations in taxi cabs, trash cans, building sites and hot dog stalls has attracted world-wide attention and praise for transforming everyday parts of the city into interactive floral explosions of colour and life.
We needed a range of photography and video tailored to suit different media. We brought PA and Pinpep on board to capture photography and video overnight for release to media by 8am. Alongside this we gave our in-house photographer and videographer creative carte blanche to come up with unique treatments to complement the more mainstream content. They blended digital and film to create powerful stills and video perfect for the design and cultural media our discerning AE audience are most influenced by.
On the night itself Fever worked alongside Lewis, Simon and the photography and video crews through the night to create the three Flashes and capture every step of the story. At 8am the images and video were sold into media. By 10am we were at Eros managing live crews from ITV and BBC London. By 11am crowds were gathering around the installations capturing selfies and tentatively starting to pick stems. By 4pm all three installations had been picked dry as armfuls of blooms were carried away by beaming flower fans.
