Floward is a leading e- commerce platform operating in 39 cities and 9 countries for gifting premium & handcrafted floral arrangements for any occasion at the convenience of your fingertips.

By early 2024 we wanted to announce a major branding transformation and a wide variety of gifting options as well as unique personalization methods added to our platform through creating a new brand platform and promise.

With a clean slate of the year including 3 major sales driving events Valentine’s, Mother’s Day & Season’s greetings (example Ramadan for Arab countries and Christmas) , the campaign needs to drive awareness to the to the new brand look and offerings in a unique way that caters to different countries of operations with different backgrounds.

Since getting the copyrights for recreating a famous scene from a famous gangster movie like snatch or goodfellas would have quadrupled the budget, so the directorial creative decision here was to recreate certain famous tropes from the genre with all the aesthetic and the craftsmanship without copying a specific scene from a show or a film.

The campaign resulted in an increasing word of mouth about how it is not similar to the crowds and tackling the gifting concept in a totally different approach.

some of the outstanding insights:

-The campaign derived 54% more sales orders than the brands's previous campaign

-The campaign achieved over 390 million video views

-YouTube: The videos retained 50% more viewers (complete watches/views) than the brand's previous campaign

- TikTok: The videos achieved 580% more complete views than the previous campaign

- Brand mentions: For the first time, the brand received over 350 brand mentions on social media discussing the campaign's creative concept.