28
July | 2022
Feature
I
n January of this year, CalFlowers, e California Association of Flower Growers & Shippers, a national cut fl ower
trade association based in Capitola, Calif., launched " at Flower Feeling" (TFF), an all-industry brand. e goal
of the " at Flower Feeling" campaign is simple: to increase consumption of cut fl owers in the United States.
Created and produced by marketing agency 180 Amsterdam, in Amsterdam, Netherlands, the TFF brand's fi rst
national campaign, "Flowers: Self care made easy," has engaged more than 50 million consumers across numerous
digital platforms since its launch six months ago. e primary marketing asset is a video showing our heroine
dabbling in various self-care activities ranging from uncomfortable to absurd, ultimately fi nding that the easiest
path to self care is to simply "go buy yourself some fl owers." (See the video at thatfl owerfeeling.org).
CalFlowers Executive Director Steve Dionne and board members Jeanne Boes, general manager and COO of the
San Francisco Flower Mart, and Joost Bongaerts, president of Florabundance, traveled to Warsaw, Poland, in October
2021, to oversee production of the video. Also meeting in Poland were actress Lexie Braverman, from Brooklyn, N.Y.;
director Dugan O'Neal, from Los Angeles, Calif.; fl oral stylists from e Wunderkammer, in Amsterdam, Netherlands;
creatives from MindsEye, a production company in London, England; and teams from Tango Production, in Warsaw,
and 180 Amsterdam. e intense week of production planning and set design led to two days of fi lming.
Roughly half of the scenes in the "Flowers: Self care made easy" video were fi lmed in a private home just outside the
Warsaw city center. Upon arrival, the CalFlowers team realized the scale of the production eff ort, with equipment
A spectacular new marketing campaign, with the goal of increasing cut fl ower consumption
in the U.S., provides assets that individual businesses in the fl ower industry can use in their
own marketing eff orts.
C reating
"That Flower Feeling"
