Presenting

R E A D O N L I N E 29 trucks lined up and down the street and a fi lm crew of more than 80 people. e expertise and professionalism of the various technical teams really shone through during the fi rst 14-hour day of fi lming, as they sequenced from scene to scene, illustrating the absurdity of each self-care eff ort that was depicted. On the second day of fi lming, production moved to a sound studio on the other side of Warsaw. ere, the studio crew and fl oral stylists, collaborating with the CalFlowers team, constructed, from scratch, the bright, cheery fl ower shop seen in the video. Bongaerts worked with top fl ower breeders and wholesalers in the Netherlands, to ensure that a properly representative range of fresh fl owers was shown in the video. After 15 hours of fi lming in the sound studio, all scenes had been completed, and the video went into post-production processing. e next stop was Amsterdam, where the still photos, for use across Pinterest, Instagram and point-of-sale assets, were created. e fl oral stylists from e Wunderkammer were again on hand to design gorgeous bouquets, and a team of hand models were utilized to create the impactful images that are part of the " at Flower Feeling" campaign assets. CalFlowers has made the entire range of marketing assets from this campaign available to the fl ower industry, to use to benefi t their individual businesses. To access and download the assets, simply email info@thatfl owerfeeling. org for an access code, and join hundreds of other fl ower companies who are amplifying the campaign through their own marketing channels. Join the CalFlowers' team at the association's Fun 'N Sun Convention "All About Flowers," Aug. 29-31, in San Diego, Calif. (visit cafgs.org/fns2022 for more information and to register), where they will present a deep dive on how fl ower businesses can best utilize the campaign marketing materials to enhance their own marketing eff orts. In addition, CalFlowers will soon launch a voluntary all- industry funding model to support the ongoing execution of this marketing campaign. e " at Flower Feeling" Foundation will collect funds from all industry segments in order to produce new creative campaigns in the years to come and to maintain its presence across digital platforms and continue to expose millions of fl ower consumers to " at Flower Feeling." Extra Features and Video Online FloristsReview.com

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