GREEN IS THE NEW BLACK #GREENFRIDAY
Black Friday is now one of the biggest shopping events in the retail calendar with 2016 seeing 101.7 million people shopping on Black Friday, a notoriously stressful day, full of frenzied purchasing and overindulgence.
In response, Thejoyofplants.co.uk introduced Green Friday – a message encouraging people to step away from the mindless commercialism and reconnect with nature, enjoying the stress-busting qualities of plants. Mindfulness, not mindlessness.
Green Friday is all about promoting the idea that you don’t need to overindulge on Black Friday with needless purchases. Instead, the pleasure of life can come from the simple things like surrounding yourself with houseplants.
Recipes for a #GreenFriday
We have teamed up with Alison Rachel from Recipes for Self Love to create three illustrations and 1 social cover photo that communicate the Green Friday message in her trademark style. The goal is to use Alison’s provocative style to bring the concept of Green Friday to life in a compelling and eye-catching way, specifically with our target group in mind. Core to the concept is the idea that when you buy plants, you buy all its associated benefits: joy, peace, nature, clean air, cosiness and relaxation. The joy of plants!
Given plants and flowers are already integral to Alison’s style, plants are central to the design, we asked Alison to consider the below questions in her creative response:
• What does Green Friday mean to you?
• How do you see the relationship between the rise of over-commercialism and people’s disconnect from nature?
• How can people respond to Black Friday and reconnect with nature?
To supplement the imagery, we will write a guide to stress-busting plants to be posted on Thejoyofplants.co.uk in the week running up to Black Friday.
Sector opportunity
We encourage florists, plant shops and garden centres to get behind this campaign and participate in sharing this message. We are selling so much more than just a plant, so this is a fun way to communicate this message to your audiences. Let's turn Black Friday Green.
Usage
The artworks would be posted on Alison’s Instagram channel to expand our reach, as well as Thejoyofplants social channels and website. You can use the below images free of charge to share this message with your customers.
Credits
Please tag @Thejoyofplants and credit Thejoyofplants.co.uk and use the hashtag #GREENFRIDAY
About Alison Rachel
With a background of brand strategy Alison left the advertising world in 2016 to pursue a more stimulating occupation as a freelancer. In October 2016 she created a zine titled Recipes for Self Love in an attempt to accumulate and document methods and practices women make use of to stay feeling good in a world that seems intent on making them feel bad. The zine which was made up of contributions from different kinds of women on the topic of practising self love was a huge success and gave rise to two more issues and an Instagram account. The Instagram account has grown considerably since it’s inception in February 2017 and its original content and illustrations explore themes such as inter-sectional feminism, body positivity, self love and social justice. She has since developed a unique style that resonates with audiences and is recognisable in the virtual world.
