Agency: Fallon Author: Nikki Crumpton

Flowers & Plants Association

Flowers and plants are good for you

Background

The Flowers and Plants Association is the organisation responsible for the generic promotion of flowers and plants in the UK. Its budget is small and, despite the superficial attractiveness of the category, creative cut-through is an absolute must.

This paper charts a surprisingly brutal path of strategic exploration and reductionism which genuinely led the client and our creatives not only to astrategy they would never instinctively have travelled to, but also to a celebrated print campaign.