We need more joy. More love. More desire. More Romeos and Juliets…We need more flowers.

180 Kingsday is on a mission to improve the world. Not in an angry activist way. That’s not the way its client, the Flower Council of Holland, operates. By valuing nature. That IS how The Flower Council of Holland, operates.

The campaign, which now includes two ads, puts a completely new perspective on progress. Yes, ideas involving more detailed data, new building materials and more sophisticated devices are part of the progress story. But we can’t lose touch with the importance of flowers and plants.

The second ad wonders if we’ve forgotten to consider all the things that plants do for us?

While the first film followed the poem in an ad trend, Thanks plants’ story is told in a song (with hints of Sesame Street). Both are underlined by vibrantly coloured visuals and a compelling sense of exuberance and joy, that supports The Flower Council of Holland’s consumer brand, Thejoyofplants.co.uk.

Monique Kemperman, consumer marketing manager, The Flower Council of Holland, commented, “Houseplants and people have a reciprocal relationship: we look after them, and they look after us. That latter aspect has been disregarded for a long time, because it’s not always easy to grasp. Together with our stakeholders we have therefore decided to address it on a large scale and all thank plants together. A simple, modest but beautiful gesture that invites people to stop and think. Thanks plants.”

Bram de Rooij, creative director at 180 Kingsday, added, “We have been working for the Flower Council of Holland for seven years, but this is by far the most crucial campaign that we have produced for plants. The relationship between people and plants is of course ‘deep-rooted’ (apologies for the pun!), so it was high time for this cheerful, yet at the same time serious celebration.”

The campaign will run in four countries and consists of TV, outdoor, digital and activations.

Credits

Client: Flower Council of Holland

Agency: 180 Kingsday

Production: The Boardroom

Director: Alan Masferrer

Music: Sizzer