Flowers are a beautiful way to let someone know you care, albeit transient. But the gesture of sending a bouquet lasts in the memory of the recipient, Bloom & Wild says, in the latest instalment of its "Care wildly" campaign, developed with creative agency TheOr (previously known as Other).
The two-week timelapse film shows a fresh Bloom & Wild bouquet curling and drooping over time, with the voiceover explaining that even when the flowers have faded, the memory of the bouquet will live on.
The ad was made in Estonia by three units filming simultaneously, with one capturing macro close-ups of the flowers.
Bloom & Wild bouquets were delivered daily for two weeks so that director Shaun James Grant could work through the various stages of the filming. He worked closely with florist Harriet Parry to construct arrangements faithful to the stages they would go through while wilting.
The campaign launches tomorrow (7 January) and will appear on TV, YouTube, video-on-demand, social, direct response television, out of home and print later in the year.
Goodstuff has handled the media planning and buying for the campaign.
Two versions of the film are planned, an autumn/winter version featuring the Dara bouquet from Bloom & Wild and a spring/summer edition with the Odessa arrangement.
Charlotte Langley, vice-president, brand and communications at Bloom & Wild, said: “We’re moved every day by the reasons our customers share with us for sending flowers. So we know that it’s about so much more than beautiful flowers, it’s about the care you send with them. This new work develops our Care Wildly brand platform and shares that message beautifully and honestly.”
The first work under the "Care wildly" brand platform, "Big sis". broke last year. It told the tale of a woman struggling to find the right words for a thank you note for her big sister.