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That’s amoré: branded romance for your Valentine’s Day campaign roundup

Every year around this time, stores turn pink and red as brands try their best to court romantic consumers. Some may go for the traditional chocolates and roses, while others want something a bit racier. Then there are those who can’t stand the public displays of affection and would rather sit it out, though that won't stop Cupid.

Some brands are shooting all the love arrows in their quivers to advertise for St. Valentine’s Day, while a few agencies are having fun with Valentine cards, but have they put enough magic into their love potions?

Kraft is touting its quick-cook mac and cheese as a way to get more time for romance with a partner, while Stella Artois has animated love and people coming together over beer, and Twitter is taking bad date tweets out of home. Boston Pizza is helping long-distance couples connect by eating a pizza over Skype and Pepsi is encouraging fans to propose with a chance to win a diamond ring made with real Crystal Pepsi. Heck, there's even some 'connected' underwear for those seeking something more intimate.

Review the campaigns below and vote for the ones you think have the most heart.

 

: 'Kraft Mac is for Lovers'

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Client:
Date: February 2020
Valentine’s Day should be the most romantic holiday of the year, but some parents admit that kids put a wedge in candlelit dinners and alone time. In fact, 86% of parents want to get intimate with their partner this Valentine’s Day but claim children will prevent one out of four of them from actually getting it on. That’s why Kraft Macaroni & Cheese is giving parents a chance to win new Big Bowls before they hit stores nationwide.
Parents can visit kraftmacisforlovers.com to enter for a chance to win Kraft Macaroni & Cheese Big Bowls in time for Valentine’s Day. Along with the Kraft Macaroni & Cheese Big Bowls, parents will receive some romantic goodies which includes candles, rose petals and a card – all in the spirit of getting kids to bed and setting the mood for parents.
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Tags: United States
 
 
 
 
 
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: 'Premium Feelings'

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Client:
Date: February 2020
Valentine's Day is around the corner, so Policygenius has designed Premium Feelings cards. Because protecting your loved ones with life insurance is the ultimate display of love. 
Each card has a loved-up illustration with a cheeky tagline. For example, one of the cards depicts a couple watching a sinking ship and says “When my heart won’t go on, this will.” 
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Tags: United States
 
 
 
 
 
 
 
 
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: 'The Kiss and Valentine's Day'

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Date: February 2020
Stella Artois has introduced a new illustrative look and lifestyle approach called ‘The Life Artois’ – an invitation to slow down and savor all of life’s most pleasurable moments with those who matter most.
To commemorate ‘The Life Artois,’ the brand released two ad spots last week, ‘The Kiss’ and ‘Valentine’s Day,’ which showcase the brand’s new illustrative art style just in time for Valentine’s Day, a perfect occasion to celebrate coming together.  
Stella Artois will be activating in key cities across the US in 2020 to give people the chance to experience ‘The Life Artois’ first hand, including:
Dropping a series of incomplete love notes on public walls and billboards in New York, Chicago, San Francisco and Los Angeles to invite people to share the notes with the special people in their lives;
Partnerships with brands, including Bumble and Postmates, to spark connections both new and old with immersive experiences this Valentine’s season;
Hosting the Port de Stella festival series at popular port cities across the country so people can experience ‘The Life Artois’ throughout 2020 through globally-inspired music, style and cuisine.
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Tags: United States
 
 
 
 
 
 
 
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: 'Shelter Pet Adoption'

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Client:
Date: February 2020
Ad Council has launched an OOH activation as part of its initiative with the Humane Society of the United States and Maddie’s Fund.
Just in time for Valentine’s Day, this interactive #AdoptPureLove OOH creative allows passersby in 2 markets the ability to play matchmaker with some adorable nearby shelter pets. Thanks to this partnership with Lightbox OOH Video Network — a leading digital out-of-home provider — The Shelter Pet Project will feature images of nearby dogs and cats who are up for adoption at a shelter within a few short miles of the OOH’s placement. Consumers will be able to swipe “right” or “left” to decide whether they want to learn more about the shelter pet.
This new technology will detect the “swiping” motions of consumers as they peruse the most eligible pets available in their area, displayed on the screens as part of their 7-foot units. Obviously taking inspiration from human dating apps, Lightbox OOH Video Network and the Ad Council supersizes the experience to make love connections between thousands of dogs and cats and their potential new homes.
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Tags: United States
 
 
 
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: 'Heart to Heart'

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Client:
Date: February 2020
Boston Pizza's latest campaign is a Valentine's special from developed by Toronto agency Mixtape, the video focuses on Nick and Sarah—a young couple living thousands of kilometres apart, in Toronto, Ontario and New Minas, Nova Scotia.
The creative idea is that the couple plans to use Skype to “share” one of Boston Pizza’s famous heart shaped pizzas in their respective restaurants. What Sarah doesn’t know is that Boston Pizza has secretly flown Nick from Nova Scotia to surprise her.
After Nick receives his heart-shaped pizza, he excuses himself and secretly makes his way through the restaurant to Sarah. The resulting video captures him surprising Sarah and presenting her with an entire heart-shaped pizza as the two enjoy a reunion in the restaurant.
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Title: Heart to Heart
 
Client: Boston Pizza Canada
SVP, Marketing: Peter Blackwell
Senior Director of Marketing: James Kawalecki
Sr Marketing Manager: Niels van Oyen
Marketing Manager: Matthew Paxton
 
Agency: Mixtape
Executive Creative Director: Greg Shortall
Copywriter: Jesse Cantlon
Art Director: Joe Verkuyl
Editor: Michael Wagenknecht
Director of Strategic Planning: Lisa Pratt
Account Manager: Sam Fusco
 
Director/Editor: Rob Comeau
Production Company: KSI
Executive Producer: Kegan Sant
Line Producer: Erica Paiero
AD: Jason Bourke
Food Stylist: Sarah Collier
Sound Mixer: Jeff Magat
Casting: Stephen Milo / Milo Casting
Editorial: Comeau Productions
Colour: Jordan Batchelor
 
 
Tags: Canada
 
 
 
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: 'Pepsi Engagement Ring'

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Client:
Date: February 2020
Ahead of Valentine’s Day, Pepsi is excited to launch a one-of-a-kind contest, tailor made for unapologetic Pepsi fans that have a flair for romance and an unbridled passion for Pepsi. Introducing the Pepsi Engagement Ring made with Crystal Pepsi. 
Starting 13 February, fans will have the opportunity to plan their perfect proposal and win an engagement ring featuring a 1.53 carat, lab-grown alternative diamond made out of real Crystal Pepsi, sitting atop a platinum band.
To launch the contest, Pepsi is debuting a video – akin to a traditional engagement ring commercial -  calling on fans to tweet their proposal ideas – the more creative, bold and unapologetic, the better – using @Pepsi, #PepsiProposal, and #Contest. The contest will run through 6 March. The final winner will be announced the week of 16 March, just in time for National Proposal Day (20 March).
Propose how you’d propose for a chance to do it with The Pepsi Engagement Ring - the only ring made with real Crystal Pepsi. Really.@Pepsi with #PepsiProposal #contest for a chance to win.
Rules: https://t.co/xRlxcIrYyI pic.twitter.com/OJ5LKyxrre
— Pepsi (@pepsi) February 13, 2020
 
 
Pepsi worked with creative agency, VaynerMedia, to create the world’s first and only Pepsi Engagement Ring made with Crystal Pepsi. The brand sees the passion and love that fans have for Pepsi and wanted to reward this loyalty and love with something that will last a lifetime.
To make this ring, real Crystal Pepsi was boiled down to its most basic carbon form, resulting in a powder that was added to the process for creating a lab grown alternative diamond (this process requires using a small piece of natural diamond which is placed in carbon and put under high pressure and temps).
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VaynerMedia
Pepsi (Cystal Pepsi)
Tags: United States
 
 
 
 
 
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: 'OpenTable Valentine's Day'

Agency:
Client:
Date: February 2020
Valentine’s Day is the biggest dining holiday of the year. And, as most unintentionally flaky dates know, planning is key. With the most restaurants of any booking app, OpenTable has a ton of data — data that comes in handy when you’re trying to score that perfect Valentine's Day reservation. 
Carmichael Lynch put that data to use in a series of urgent PSAs designed to help procrastinators fire up their OpenTable app and book.
For the V-Day PSA campaign, CL created 14 unique videos, one for each day leading up to Valentine’s Day. Each PSA highlights a specific piece of OpenTable data and offers helpful tips and quips designed to get people on the ball and booking. The campaign launched on OpenTable’s social media channels where following OpenTable and tagging your would-be date also put you in the running to win a hard-to-get dinner reservation and $400 toward your dinner. 
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Carmichael Lynch
OpenTable
Tags: United States
 
 
 
 
 
 
 
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: 'Good in Bed'

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Client:
Date: February 2020
Lunya is taking on Valentine’s Day by redefining what “good in bed” means through a campaign sharing intimate moments with real couples. 
Founder Ashley Merrill is connecting with the women she serves through a pop-up store, brand activation, on the blog, social media ads, via email, gift guides, and a short commercial running on connected TV. 
Lunya is also hosting a pop-up store at The Grove in LA through 28 February with weekly giveaways. The temporary store will offer Lunya’s full collection of staples and innovative fabrics. The brand also hosted a 'Dream Sensation' activation.
In its blog, Lunya is jumping in bed with its favorite couples to dive deep into their relationships.
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Tags: United States
 
 
 
 
 
 
 
 
 
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: 'Valentine's Day'

Agency:
Client:
Date: February 2020
Valentine's Day is all about expectations – expectations to get “things.” Most brands are pushing you to buy stuff – their chocolate, jewelry, teddy bears, you name it. Because that proves that you love your boo, right? Well, Interflora, Sweden’s oldest flower delivery brand, wants to flip the script, from buying things to showing what Valentine’s Day is really about – investing time with the ones you love. 
This unique service reminds us of the importance of investing long-term in our relationships. The sender is given a chance to show his or her faith by sending a flower messenger with a future love letter – to be delivered in 2023. 
With a flower delivery sent to the future, Interflora can inspire more people to show their faith in love for the long term, and not just buying heart chocolates on the way home from work, as an afterthought. 
The service is launched together with an emotional film introducing the audience to the service, store activation, as well as digital content with concrete tips on how to make your relationships stronger, with a prominent Swedish relationship expert. 
Credits:
 
Tags: Sweden
 
 
 
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: '7&7 Forever'

Agency:
Client:
Date: February 2020
Love is in the air this Valentine’s Day and Seagram’s 7 Crown is sliding into the DMs of its favorite companion, confidant, lover, and friend.
This Valentine’s Day, Seagram’s 7 Crown is hitting up 7UP with classic “late night” DMs and asking 7UP to be it’s Valentine, proving that it’s still a great pairing after 60 years. 
Cupid’s arrow has truly struck the whiskey brand this season, with Seagram’s 7 Crown fully opening up its heart to 7UP. So much so that it has created a special gift for 7UP, a heart-shaped box filled with Seagram’s 7 Crown. Some love affairs never fade. In a world full of complicated cocktails, the 7&7 is an easy classic, combining the smooth taste of Seagram’s 7 Crown and 7UP; it’s the perfect choice for anyone who loves to have a casual mixed drink.
The pairing will be promoted on Seagram's and 7UP's social channels.
Credits:
 
 
 
 
 
 
Seagram’s 7 | Diageo
 
Sophie Kelly
SVP, North America Whiskey at Diageo
 
Jason Sorley
Brand Director, Whiskey
 
Victoria David
Associate Brand Manager
 
Forsman & Bodenfors New York
Creative Agency
 
Rob Hirst-Hermans
Creative
 
Jose Maria Almeida Neves
Creative
 
Claudette Martin
Creative
 
Matt Creamer
Creative
 
Maureen Link
Account Services
 
Corey Weilheimer
Account Services
 
Kaylah Majeed
Project Manager
 
Steve Gorski
Strategy
 
Kim Jose
Integrated Production
 
Deirdre McMurray
Print Production
 
Liv Imperatore
Content Production
 
Nina Randall
Integrated Production
 
Matt Friday
Business Affairs
 
Zach Stone
Photography / Editor
 
Tom Sexton
Studio
Tags: United States
 
 
 
 
 
 
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