April showers bring flowers and flash mobs

Once a novelty, flash mobs – or groups of people meeting at a predetermined place to perform some sort of action, then disperse – are a guerilla marketing tactic that has become popular among big businesses and non-profits alike.

You’ve seen spontaneous dancing in train stations and the Hallelujah Chorus in mall cafeterias – all of which are interesting but don’t really have a connection to where they’re being held.

Last week, the Canadian Cancer Society (CCS) and Vancouver Improv Anywhere held a flash mob at the Vancouver Art Gallery to promote CCS’ month-long daffodil campaign.

Called Operation: Daffodil about 75 participants appeared in downtown Vancouver with signs that asked passersby “Who are you fighting for?”. They then converged in front of the gallery with yellow and white umbrellas to form a giant daffodil.

This particular flash mob caught my attention because it’s smart: they didn’t just get a group of people together to do something crazy and attention-grabbing, they did so in a way that was appropriate to the location they were targeting. By doing so, they were appealing to their audience as well since it’s likely that some of the people around the gallery would be interested in art and spontaneous art creations like this flash mob.

I’m really liking this daffodil campaign from the Canadian Cancer Society – not only does it brighten up the office during my work placement with them, but it can be used in so many creative ways – from real daffodil sales to poppy-inspired pins. Their promotional videos are also simple, but very effective.

To get your own daffodil pin, go here to find a location nearest you. Or, ask me to pick one up – I’m at CCS for the next two weeks.