Cannes Lions

MJR Melanie JeanRichard Mediterranean floral shop

MJR MELANIE JEANRICHARD, Bern / MJR MELANIE JEANRICHARD / 2020

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Overview

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Credits

Overview

Background

Florist Melanie JeanRichard is one of the most creative in her industry, she has two flower shops in the city of Bern, Switzerland with 12 employees, and sells Mediterranean flowers. Melanie JeanRichard instructs the designer and creative director Thom Pfister to make her customers and new customers aware of their business in an unconventional way. Small budget CHF 15,000 for ideas, concepts, design and implementation. Magazine, 84 pages. 460 pieces of magazines. 1 art exhibition with sales of works. Posters, advertisements.

Idea

Mediterranean flowers, art and creativity in focus. Thom Pfister curates 30 artists, photographers and illustrators to stage Mediterranean flowers in their very own ideas and ways. The images create an art magazine for customers and new customers. The magazine is accompanied by an art exhibition, posters and advertisements.

Existing customers and new customers. Bernese. Flower and art lovers.

Execution

The main focus was on the large format magazine with the curated, new and artistic unique works. The works should surprise and enchant the viewer. To buy in the shop, experience in the exhibition or receive as a gift by mail. Only the best works made it into the selection and into the subsequent exhibition. The exhibition was followed by posters and advertisements in the city. The pictures were later given away as postcards and played on social media channels.

Outcome

The campaign was a great success for the brand. Sales increased by more than 15% during the 6 weeks. The positive feedback was not only enriching from the magazine, but also from the accompanying exhibition. The campaign was taken up nationally by the media and was therefore very well received. The magazines are celebrated as a permanent Tabelbook with the target group and are still the talk of the town.