This spot–part of the ongoing Bloom & Wild “Care Wildly” campaign out of agency The Or–shows a beautiful bouquet which fades through time-lapse filming to show the two-week life cycle of the flowers in different and beautiful states, from bud to bloom to death. As the flowers curl and droop, the voiceover explains that even when the flowers have faded, the memory of the bouquet will live on.
The latest commercial is based on agency research showing that even when flowers fade, the gesture of sending a bouquet lasts much longer in the mind and heart of the recipient–it’s the care that is sent with the Bloom & Wild arrangement that counts.
Filmed in Estonia, the shoot had three units filming simultaneously across two studio living room homes and another studio capturing macro close-ups of the flowers. Bloom & Wild bouquets were delivered daily for two weeks so that director Shaun James Grant of OB Management could work through the various stages of the filming and work closely with florist Harriet Parry to construct arrangements faithful to the stages they would go through in anyone’s home. One unit filmed live action while the other two filmed the time-lapse footage in locked off rooms, for 72 hours straight, capturing the changes and movement from different angles and distances.
Finding the best way to speed up what would be five days of a bouquet’s life and force it to happen in only 50 minutes, took the expertise of a specialist. Rauno Linnamae discovered that the best method to speed up flowers dying, was to dehydrate the flowers at room temperature overnight and then freeze them upside down for a further four hours before they needed to be on set.
In line with Bloom & Wild’s sustainability commitments, the production operated with a no waste policy and crew routinely took flowers home to loved ones as well as using the dead flowers for compost. When the crew finally wrapped, all leftover flowers were delivered to a local orphanage and a children’s cancer ward.
The campaign has been launched in the U.K. and Germany.
CreditsClient Bloom & Wild Agency The Or Kyle Harman-Turner, executive creative director; Nathalie Gordon, creative director Metz Bryan-Fasano, production lead; Katie Wellbelove, Joseph Walker, producers; Sarah Oberman, strategy lead. Production OB Management Shaun James Grant, director; Sam Holms, exec producer; Ryan Morgan, producer; Jacob Moller, DP; Matis Maesalu, production designer; Reino Kuber, Peter Kollanyi, time lapse specialists; Rauno Linnamae, special effects; Harriet Parry, florist. Postproduction Black Kite Thomas Mangham, colorist. Editorial Marshall Street Vanessa Woods, editor. Sound Jungle Studios Alex Wilson, sound designer; James Vella, composer
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More