The Cannes Lions International Festival of Creativity is the largest global gathering of more than 15,000 creative communications, advertising, and marketing professionals. Hosted annually in Cannes, France. It is considered the most prestigious award in the marketing and advertising industry.
This award recognises the exceptional creativity and impact of the campaign, which launched Floward’s major brand transformation in early 2024. The campaign aimed to drive awareness of Floward’s new brand identity, expanded gifting options, and unique personalization methods across its 40 operating cities in nine countries.
Works Like Magic took a unique approach to cater to Floward’s diverse audience. The campaign playfully explored the concept that a thoughtful gift from Floward can bridge any gap, even the most serious ones.
The campaign featured a series of cinematically crafted films that reimagined classic scenes from different movies. In these scenes, notorious villains are softened by the unexpected arrival of a Floward gift, highlighting the universal power of thoughtful gifting.
Floward Chairman and CEO, Mr. Abdulaziz B. Al Loughani said: “We are incredibly honoured to be recognized at Cannes Lions. At Floward, we believe in the transformative power of gifting. This campaign exemplifies our commitment to innovation, pushing creative boundaries, and reminding people of the lasting impact a thoughtfully chosen gift can have, whoever the recipient. I am also immensely proud of our marketing and creative team members for their exceptional work and dedication.”
The campaign’s impact was undeniable. Sales orders surged by 54% compared to Floward’s previous campaign, a testament to the campaign’s effectiveness in driving brand awareness and consumer action. The campaign also captured the imagination of audiences worldwide, garnering over 390 million video views. Viewers were particularly engaged, with videos on YouTube retaining 50% more viewers and videos on TikTok achieving 580% more complete views compared to the previous campaign. The campaign even sparked conversations on social media, with Floward receiving over 350 brand mentions for the first time, highlighting the widespread appeal of the creative concept.
Established in 2017, Floward is a full-fledged e-commerce solution that offers prime fresh-cut flowers sourced from the best growers and farmers around the world and arranged locally by a team of florists and designers. Floward also offers cakes, chocolate and perfumes curated by the region’s most exciting designers bundled with its flower arrangements and manages last-mile same-day delivery to ensure the best customer experience.
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