The campaign comprises and electronic book of beautifully sketched flowers and their 'Latin' names, similar to those published years ago depicting the genus and species of the earth's flora and fauna. 'Botany for Men', however, is a guide to what flowers to present to a wife or girlfriend on those very special occasions - when the men are in deep trouble.
For example, there are flowers from the genus Compensatia: Compensatia Flirtatia Waitressium Curvacea and Compensatia Golfia Weekendium; as well as the genus Amnesium: Amnesium Namus Girlfriendium (ref. intoxicae). The final page of the book is a page from which readers can forward the 'book' to their friends.
Says Executive Creative Director, Brett Morris: "It's
not every campaign or every client that lends itself to an email-based campaign which, by virtue of the medium, is viral. But for Netflorist, a predominantly web-based company, the opportunity to give a very clever concept 'legs' and take from the print medium to the internet was too good to pass up.
"The email version is as elegant and amusing as the print version, and we're certain it'll take the Netflorist name to many new possible consumers."