Taken straight from life.
The pictures had to look as they where taken straight from life. Think about ‘snapshot photography’. Not too perfect, not too clean. The product, the chrysanthemum, takes the stage as a stylish prop in different, true to life settings.
MUM-tastic! Gediflora wants to boost the reputation of the chrysanthemum. A lifestyle brand, way beyond the product alone. The goal is to create a positive association/image around the the chrysanthemum, far away from connotations with 'the cemetery'.
B-to-B and B-to-C
The image set is part of the challenge to create a steady grow of the organisation via consumer branding. This is done by a B-to-B push campain towards retailers and a B-to-C pull strategy towards the consumer.