AMSTERDAM – 5 Feb 2015, How do you spread love in 2015? By drone of course! Funnyhowflowersdothat.co.uk and creative agency Kingsday introduce #Cupidrone, a fully operational drone tasked with dropping roses this Valentine’s Day.
Funnyhowflowersdothat.co.uk is a Flower Council of Holland’s consumer brand and this campaign is an initiative to promote flowers. The Cupidrone film goes live today on YouTube and will be distributed in the UK, France, Germany and the Netherlands.
This modern day Cupid’s mission is to patrol the streets of Verona from above, searching for enamoured couples and lonely souls who are looking for love. When Cupidrone spots his target, he drops a red rose. So, what happens next? Well, it looks like the traditional token of love – a red rose – still does its job perfectly in 2015. Cupidrone shows that flowers still have a very special effect on people.
“Our brief was to find a new way to spread love this Valentine’s Day.” Says Bram de Rooij, Creative Director at Kingsday. “We went to Verona, one of the most romantic cities in the world, to deploy a somewhat disruptive approach to delivering flowers. To do this we built Cupidrone, a modern day Saint Valentine engineered to deliver love by stealth. The funny thing is that technology may have changed over the years, but the effect of flowers definitely has not!”
Kingsday’s strategy is based on creating conversation value for their clients through activating ideas that aren’t solely dependent on traditional media spend. Last year Kingsday spread love and happiness all over Paris with 1,500 little red emergency boxes. In Case of Love at First Sight,Parisians could break the glass and help themselves to a rose. This campaign was recently selected as number 10 in Adweek’s favourite outdoor campaigns of 2014. This year, the agency goes one step further by using stealth technology to distribute roses throughout Verona, home to the world’s most famous couple, Romeo and Juliette.
Kingsday worked closely with director Edwin Nikkels to create the film’s epic yet intimate style. The campaign features the real people of Verona and their genuine reactions to flowers. Using mainly real people instead of actors is an approach Kingsday’s previously used for The Flower Effect campaign from last year for same client. The Flower Effect has been viewed by over two million people across Europe.