‘Happy Tuesday’
Valentine’s Day - Bloom & Wild
Creative Direction - Art Direction - Campaign Concept
INSIGHT: A high percentage of that country feel commercial pressure to do something at Valentine’s Day
CHALLENGE: How do Bloom & Wild overcome that and become a friend rather than part of the problem?
PROJECT: How do we rebrand Valentine’s Day? A peak occasion for Bloom & Wild which is a brand that has become known under the Care Wildly platform for going against the commercial side of care-giving.
That year Valentine’s Day fell on a Tuesday. So I came up with ‘Happy Tuesday’. We took away the ‘Valentine’s’ aspect and positioned it as a day to celebrate love in however which way you choose, for anything that you like (love). No pressure.
We released a range of cards that catered for all kinds of love. From take-aways to pets, to routines, to teachers…
We launched of range of non-traditional bouquets that encapsulated all shades of love, not just red roses (gross).
We held an experiential event at King’s Cross where the audience could declare their unique love on a big blackboard, choose one of the cards that represented them and walk away with a free posy bouquet.
We fed it through our CRM channels and social channels in creative ways with a highlight being that we increased engagement to record levels (ironically a lot of comments declaring their love for us).
So proud of the team, the project and the work.
