Interflora’s new campaign blooms thanks to Sphere

The Sphere Agency has rolled out its first work for new client Interflora with a campaign set to cover national television, radio and extensive point-of-sale in time for Valentine’s Day.

With a strong track record of aligning brands with music artists, Sphere brought on board Australian indie songstress Sally Seltmann. She wrote and recorded the track ‘You’re Always’ for which a beautiful video clip was shot by acclaimed director Kiku Ohe, who has worked with artists such as Angus & Julia Stone and The Presets.

The song will be a legitimate release, but in a unique creative strategy, the clip will be cut into a series of 30 second television spots that will coincide with various seasonal events, the first being Valentine’s Day, with that spot going to air this week.

Sphere Managing Director Michael Abdul said, “We identified Interflora’s need to be more relevant to the contemporary audience, and we saw an alignment with music as a great way in. At the same time we wanted to reposition the brand so it could create an emotional connection with our target and the new positioning ‘More than words’ emphasises the power of flowers to perfectly express feelings for all occasions while building on Interflora’s ‘Say it with flowers’ heritage.”

“The other message we’ve added into the campaign, which not only encompasses the television but also the extensive point of sale roll-out, is ‘Create a memory’,” added The Sphere Agency’s Creative Director, Darren Fishman. “We wanted to portray that flowers are not just a gift for now, but they build a powerful connection between the giver and receiver, and this is perfectly illustrated in the Valentine’s Day television commercial.”

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