The concept is “HER-RICANE”

Just like many hurricanes are given female names, we also named our

Her-ricane posters after 3 girlfriends: Jessica, Kathy, and Laura.

An angry girlfriend is just like a fierce storm, and the aim of this poster campaign is to target male customers who need to find a way to restore peace to their relationships – our solution is with flowers.

The art direction of the campaign was inspired by infrared satellite images of actual hurricanes and then crafted with Close To Nature’s colourful range of flowers. More than 100,000 flowers and 32 different varieties were used to create 3 Her-ricanes – showing the beauty and variety of flowers and demonstrating Close To Natures expertise in floral arrangements.

The art direction of the campaign was inspired by infrared satellite images of actual hurricanes and floral stylists and flowers (more than 100,000 flowers and 32 different varieties) from Close To Nature were used to develop 3 living posters on 1 metre boards. We then photographed each of the floral hurricane arrangements for our campaign.

After the launch, Close To Nature’s website hits increased by 10% and sales increased by 24%. With a lot of flowers and a little luck, hopefully thousands of relationships were also saved from disaster.