Val’hor is a coop organization devoted to promoting trees, plants and flowers in homes and gardens. Facing decreasing purchasing power despite well established appreciation, the category is suffering lower budget allocation from consumers.
The assignment is to foster positive attitudes and gradually reach new targets, eventually gaining more consumer support through a new, tonic, and unexpected image approach.
We want to trigger a strong image shift to spur new interest and sharpen perceptions, as stereotypes tend to melt consumer attraction in a realm of undisturbed clichés. We call on a new image driver where famous designers come short of nature, and indeed pledge allegiance to the best designer of all, nature itself. As design combines aesthetics and function, and is a strong market trend in all categories, plants gain value and appeal to more demanding expectations.
The campaign was not intended to support short term sales but instead to fertilize consumer inclinations. Research shows strong liking of the campaign and its capacity to translate into a modernized and trendy way to look at plants, trees, and flowers.
Agency: Venise – France