Dubai: Floward, the go-to online flowers and gifts delivery store has launched a Mother’s Day campaign called “Gift the mum in your life.” The unique campaign utilizes the anti-ad format where it speaks directly to the audience and it also aims at breaking certain stereotype surrounding mothers and how they are normally always portrayed in the media. The ad portrays different types of mothers and mother figures and encourages people to show their gratitude and appreciation.
Floward CEO Abdulaziz Al Loughani said, “Mother’s Day is a special day for everyone, it’s a day to acknowledge and celebrate our mothers for their endless hard work and sacrifice. This year, we wanted to celebrate not only mothers but also mother figures. Sadly, there are families who have lost their mothers, but we know that there are women in those families who stepped up and took on this role. These are often neglected and taken for granted so we wanted to draw attention to them and thank them as well.
Additionally, with Mother’s Day falling on the same month as International Women’s Day, we wanted to celebrate women as well by having a campaign that was conceptualized and executed by a full-female team, in an effort to empower women and highlight their talents and capabilities.”
Floward also held different activations focused on celebrating women in the different countries it operates in and highlighted influential and accomplished women from across the GCC on all its social media platform and gifted them beautiful flower bouquets. Established in 2017, Floward is a full-fledged e-commerce solution that offers prime fresh-cut flowers sourced from the best growers and farmers around the world arranged locally by a team of florists and designers. Floward also offer cakes, chocolate and perfumes curated by the most exciting local designers bundled with its flower arrangements and manages the last-mile same-day delivery to ensure the best customer experience.
