Cannes Lions

Compassion Flower

OGILVY, Chicago / SC JOHNSON / 2018

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Overview

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Credits

Overview

Description

The Compassion Flower. The first hybrid flower ever created to help grow kindness and understanding. Working with horticulturalists, we created a new interspecies hybrid [H5169.] The flower itself was crossed from two parent flowers, a Pansy which means “thoughtfulness” and a Spreading Viola, representing that one act of kindness can spread just like the flower itself.   We then created Mrs. Meyer’s® products from The Compassion Flower’s unique fragrance notes, helping to instill the brand’s belief that practicing kindness, like washing hands, is a good daily habit.

Execution

The Compassion Flower is the first hybrid flower created to help grow kindness and understanding. To date we have created over 250,000 seeds, planted over 5,000 Compassion Flowers, and created Limited Edition Compassion Flower products. We also started the Compassion Flower Project, an initiative to teach the importance of kindness to kids. We provided a toolkit to schools which includes Compassion seed packets and a discussion guide to use as part of a gardening activity.

Outcome

SCJ is a privately held company and does not disclose business results.

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