firefly
the living bloom:
AWARD WINNING 360 LUX CAMPAIGN
creating a living, breathing, botanical paradise indoors
A ROOM IN BLOOM.
A moment to reset.
REFRESHMENT, REIMAGINED FOR DAYLIGHT.
Subtle. Sophisticated. Still.
BOTTLED STILLNESS. NATURE, REIMAGINED INDOORS.
the breakdown
overview
Firefly Drinks needed a perception shift.
Despite its premium botanical credentials, the brand was seen as sweet, heavy, and more suited to evening occasions. The objective was to reposition Firefly as light, subtle, and ideal for quiet daytime reset moments, elevating it from flavoured water and sugary juice alternatives.
The ambition was not incremental. Firefly required a full 360 brand refresh, spanning TV, social, radio, outdoor, and print, anchored by a new visual world and strapline.
execution
We created The Living Bloom Room, an arresting visual metaphor where nature spills into a contemporary living space.
A minimalist room becomes overtaken by botanicals. Real grass, trees, fresh fruit, and butterflies move indoors through a central window that nods to the bottle redesign. The outdoors and interior design collide, creating a premium, fashion-led aesthetic inspired by luxury brands rather than FMCG convention.
Working with designer Stef Lucchesi and director Cara Johnson, we built a living spatial set using organic materials to ensure authenticity at scale. The result was tactile, immersive, and cinematic.
This became the master visual for a fully integrated campaign:
A hero TV commercial airing across key placements including a month-long Sunday Brunch booking
A suite of still photography capturing the re-staged bottle and liquid
Social and web content highlighting quiet moments of reset in real homes
Influencer collaborations centred around curated living spaces and personal stillness rituals
Radio and podcast spots using calming, premium voiceovers to reinforce the tonal shift
Print takeovers and digital outdoor placements across urban environments including Stylist, Metro, and Evening Standard
The new strapline, Bottled Stillness, anchored the campaign, reinforcing Firefly as a refined, mood-complementing refreshment rather than a sugary alternative.
outcome
The campaign successfully repositioned Firefly within a new daytime occasion.
Social engagement exceeded target, achieving 5.2 percent cumulative engagement versus a 3.5 percent target, signalling strong audience alignment with the refreshed brand world.
The 360 approach delivered premium visibility across TV, social, radio, and outdoor, ensuring consistency and scale in the perception shift. Media coverage amplified reach further and contributed to a significant uplift in brand advocacy metrics.
Commercially, the refined presentation drove increased sales momentum and new distribution interest, validating the strategic shift toward light, subtle, botanical-led refreshment.
Firefly moved from being perceived as sweet and occasional to becoming associated with quiet, sophisticated moments of reset.