Client: Society of American Florists
Project: A nationwide initiative spreading kindness through spontaneous flower giveaways and human connection
Situation
The Society of American Florists, a national trade association that connects retailers, wholesalers, growers, and suppliers to cultivate a thriving floral community, launched a Petal It Forward campaign as a way to highlight the positive emotional impact of flowers – and the power of unexpected kindness. The concept was heartfelt and effective. Teams of volunteers hit the streets of NYC with bouquets in hand, giving two to people passing by. One for the person to keep and one to give away. The goal wasn’t just to make someone smile – it was to spark a ripple effect of goodwill. By turning every recipient into a giver, Petal It Forward captured the spirit of generosity and emotional connection that flowers naturally inspire.
Task
To bring the Petal It Forward story to life, PMG focused on capturing the real, unscripted magic of the campaign in the dynamic city of New York. Our approach was centered on authenticity and emotion, aiming to reflect the joy that the campaign was built on. Our three film crews moved quickly to follow each interaction as the recipients were handed two bouquets. The goal was to create a visual narrative that emphasized connection. By focusing on real people in a real city, our approach honored the spirit of Petal It Forward – capturing not just the act of giving, but the genuine human emotion that flowers inspire.
Action
By focusing on the authentic moments and emotional storytelling, the video struck a chord with viewers and elevated the campaign’s visibility beyond the street-level interactions. Engagement was immediate and widespread. The video was shared across social media platforms by people who resonated with its message of kindness and connection and it extended the ripple effect of the original campaign. Capturing these reactions turned a one-day event into an inspiration to connection, kindness, and the simple joy of giving.
Result
The Petal It Forward video has wide success because it tapped into the joy and kindness and the emotional power of giving. It visually captured real people reacting with surprise, gratitude, and smiles that made the campaign feel authentic and heartwarming. The storytelling was simple, yet effective. There was no need for heavy narration, the flowers and the reactions told the story. It didn’t just promote flowers – it showcased their impact. This campaign has won multiple awards including the ASAE gold circle.
