The Flower Council of Holland, the worldwide marketing arm of the cut flower and houseplant industry of the Netherlands, has launched an advertising campaign featuring the Cupidrone, a specially designed romantic flower delivery system. Timed to coincide with Valentine’s Day, the Cupidrone Valentines Day Delivery YouTube video takes viewers to Italian city Verona, the home of Shakespeare characters Romeo and Juliet. This modern day Cupid’s mission is to patrol the streets of Verona from above, searching for enamoured couples and lonely souls who are looking for love. When Cupidrone spots his target, he drops a red rose. Video footage of members of the public and actors demonstrates the power of a rose. “Our brief was to find a new way to spread love this Valentine’s Day.” Says Bram de Rooij, Creative Director at Kingsday. “We went to Verona, one of the most romantic cities in the world, to deploy a somewhat disruptive approach to delivering flowers. To do this we built Cupidrone, a modern day Saint Valentine engineered to deliver love by stealth. The funny thing is that technology may have changed over the years, but the effect of flowers definitely has not!”
Kingsday worked closely with director Edwin Nikkels to create the film’s epic yet intimate style. The campaign features the real people of Verona and their genuine reactions to flowers. Using mainly real people instead of actors is an approach Kingsday’s previously used for The Flower Effect campaign in 2014 for the same client. The Flower Effect has been viewed by over two million people across Europe. Kingsday’s strategy is based on creating conversation value for their clients through activating ideas that aren’t solely dependent on traditional media spend. Last year Kingsday spread love and happiness all over Paris with 1,500 little red emergency boxes. In Case of Love at First Sight, Parisians could break the glass and help themselves to a rose.