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Group745
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Creative in association withGear Seven
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CalFlowers Makes Self Care Easy for That Flower Feeling Campaign
18/01/2022
Group745
Advertising Agency
Amsterdam, Netherlands
349
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First ad campaign from 180 Amsterdam pokes fun at the struggles of complicated care routines
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We know that self care is an essential element in navigating the modern world. But recently, it’s all gotten a bit much, and the numerous offerings are difficult to keep up with. 

Flowers on the other hand are self care made easy. They won’t replace working out or eating well but they’re a little top up, a gift to yourself instead of a luxury relegated to a specific celebration. 

To amplify the importance of flowers in peoples’ lives, That Flower Feeling worked with 180 to create its first-ever ad campaign, ‘Flowers. Self Care Made Easy’. 

The campaign takes a comical look at the struggles faced by people trying to live up to the many self care routines on offer when there is an easier solution: flowers.  

Science has shown that the simple act of buying a few flowers can lift your mood, increase your productivity and turbocharge your creativity. Simply being around flowers everyday can have a huge impact on our mental and emotional health.  

‘Flowers, Self Care Made Easy’ wants to shift people’s mindsets from flowers as a luxury product or gift to something that is simply part of their everyday routine.  

That Flower Feeling is a new consumer-facing brand created by 180 for CalFlowers, the leading floral trade association in California that also serves 48 states across the US. That Flower Feeling and its launch campaign is designed to encourage other flower co-ops across the US to get involved and spread the self care message even further afield.  

Steve Dionne, executive director at CalFlowers said: “The simple act of buying a few flowers regularly to add to your home can do more than make you smile. It can lift your mood, increase your productivity and turbocharge your creativity. With That Flower Feeling’s first ever ad campaign, we wanted to remind people of the simplicity and importance of flowers and encourage other floral trade groups to help spread the message.” 

Pol Hoenderboom, executive creative director of 180 Amsterdam said: “With ‘Flowers, Self Care Made Easy’ our aim is to take flowers from solely being seen as a luxury to a daily dose of self care. With this campaign, we used the power of humour to demonstrate just how far the world of self care has gone, when, in reality, all we really need is flowers.” 

Alongside building the That Flower Feeling brand, 180’s creative elements rolling out across the US include: online films, radio, print and social / influencer (Pinterest pins, YouTube pre-rolls, Instagram stories and Facebook posts) as well as activations in the coming months. There is also a dedicated brand website: www.thatflowerfeeling.com 

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