Blooms The Chemist launches emotional ‘Better go to Blooms’ campaign via Hardhat
Blooms The Chemist, the community-minded network of pharmacies, has launched the ‘Better go to Blooms’ platform via independent creative agency Hardhat.
In a category that’s become dominated by shouty price promotion, ‘Better to go Blooms’ is designed to remind people how important getting the right care is in the moments that really matter.
Says Chris Hince, executive creative director, Hardhat: “We were inspired by the authentic connections that Bloom’s have with their customers. Anyone can sell you vitamins for 30% off, but we saw first-hand how customers came to Blooms when it mattered most. Creatively, it was just a matter of finding an emotive and uplifting way to tell these real-world stories that were already playing out all over the country.”
The initiative is the first work to come from the partnership since Hardhat won the account, following a competitive pitch in December. The campaign has commenced rollout with a TVC as well as a suite of OOH, digital and social assets.
Says Yvette Costi, chief marketing officer at Blooms The Chemist: “At Blooms The Chemist, we strive to make every moment count and we’re excited to share a campaign that we believe truly reflects the level of care that customers can expect, and deserve, from the Blooms experience.”
Over the last three years, Blooms The Chemist’s role as a trusted health care provider has continued to deepen, with more Australians than ever turning to the 115 stores nationwide for personalised advice.
Hardhat was founded in 2005. The agency creates behaviour change for challenger brands through a combination of creativity and behavioural insights.
Creative Agency: Hardhat
Client: Blooms The Chemist
Production Company: Clockwork Films
Director: Lou Quill
Stills Photographer: Richard Weinstein Photography
13 Comments
But boy could it have had some impact if there was no dialogue and they didn’t overegg that ending.
The music and grading felt heavy, sad. The reveal was relief not joy. Why focus on such a dark place? Lots of joyful ways to come at this that are just as honest and relatable.
Well, I shed a tear.
…you’re crying!!
All it made want to do is send someone some flowers.
Nice.
Lovely job team x
Awesome work again from HH
Lacking. Should have ended with her sliding prenatal vitamins over the counter. And then a knowing smile of warmth. A quiet journey they’d been on together. Real.
This is just bad direction, made it really hammy.
No dialogue for 25s and I’m still bawling within the first 6.
Disagree on the prenatal vitamins – not sure this is a clear enough visual get for the viewer in a short amount of time.
there. The first name terms and the acting felt a bit forced for me. That and the story arc felt a bit rushed.
It feels too forced and try hard to me. Really? The local Pharmacist being your bestie during such an intimate personal moment? nah… I don’t think so.
Where’s the behavioural change element behind what essentially is a glorified vignette?
Some of it is beautifully shot, then BANG, “it’s a boy”. Huh, wait… you’re pregnant? What has Blooms done other than offer the products Chemist Warehouse does throughout someone’s pursuit of conceiving. Surely one seeks privacy through the deflating elements, not a pharmacist who is run off their feet, feigning emotional connection.
Just not quite right.