Collaboration with French media platform Brut

Why Brut?

With a community of 5 million followers on Instagram, 8 million on Facebook, and 12 million on TikTok, Brut reaches millions of people every day in the 18-45 age group – one of the target audiences we aim to activate. Thanks to its strong engagement figures, Brut operates at the same level as international media outlets such as the BBC or The New York Times. This gives our message a strong and credible platform.

A video that shows the emotional value of flowers

Together with Brut, we developed a video that has since been shared across all of their social media channels. In it, passers-by are asked on the street whether they ever buy flowers – and why. Their spontaneous, honest responses provide a compelling picture of how people in France use flowers to express emotions. Psychologist and researcher Jordy Stefan also features in the video. He specializes in the influence of environment on human behavior and provides context and interpretation for the responses.

Research: the French and emotions – flowers as an outlet

Ahead of the production, we conducted research in France into how people deal with emotions. The findings showed that many French people find it difficult to put their feelings into words. Flowers play an important role in this:

• 74% see flowers as the last universal language.
• 80% of French people under 35 use flowers to say something they cannot express in words.
• 1 in 2 buys flowers for themselves as a form of self-care.

These insights form the common thread throughout the video.

High engagement

The initial results are very promising. In just one week, the video was viewed more than 701,000 times and generated 13,000 interactions (likes, comments, etc.), indicating a high level of engagement. We expect the final results at the beginning of January.

Watch the video

Please note: the Dutch subtitles were automatically generated by AI.