oPEN AI
MOTHER’S DAY iN bLOOM
The BriefThe ConceptCourse: Creating the Brand Solution
Role: Copywriter/Strategy
Develop an integrated holiday campaign for an AI product that operates during the most human, gift-driven season of the year. The goal is to increase subscriptions by building trust, creating emotional connection, demonstrating real-world usefulness, and shifting perception of AI from fear-based to empowering.
Turn Mother's Day into a living, curated experience by transforming appreciation into a gift that grows by planting a flower in your mom’s name in the California Super bloom.
The driving insight of the campaign is that mothers are celebrated, but often in ways that feel generic or forced. What they're really craving is to be seen for what they do and who they are. The perfect gift is being appreciated.
The gift itself would be a selection of packages through OpenAI, where AI pairs your mom with a flower from the California Super Bloom and plants one in her name. The physical gift is a curated set inspired by her flower and your chosen experience.
Our primary audience is Gen Z and Millennials, with a secondary audience of Boomers who are beginning to explore and trust AI. To reach them, the campaign spans multiple touchpoints, including Instagram, TikTok, Facebook, and OOH placements.
For families who are unable to visit the field, an immersive Mother’s Day experience will be available in select cities, using AI technology to create a shared space where you and your mom can connect and celebrate together.
And for moms who don’t receive a gift, those same locations will feature a flower wall with bouquets from OpenAI, a simple gesture of appreciation.
