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Surprising pop-up store challenges Valentine's Day conventions

Talking teddy bears. Boxes of candy. Jewelry. Greeting cards covered with hearts. These may sound like typical Valentine’s Day gifts for your sweetie-pie.
But at the One Love Foundations’s #LoveBetter pop-up shop in New York City, such items aren’t exactly tokens of affection. They’re not even for sale. Rather, the products are designed to start meaningful conversations about healthy and unhealthy relationships by shining a spotlight on toxic behaviors.
The bear, for example, suffers from mood swings. Press his tummy, and he says stuff like “You’re pathetic!” quickly followed by, “I’m so sorry. I didn’t mean that.” As for the candy, well, those are Fat-Shaming Chocolates, with a single, lonely piece inside, along with a not-so-loving reminder to “watch you weight.”
Also on the shelves: a Follow-Your-Heart Pendant, complete with a GPS tracker so you can obsessively/compulsively keep tabs on someone special, and colorful cards with messages like, “I miss when you were hotter” and “You’re mine, so do what I say.”
“We saw Valentine’s Day as an important opportunity to raise awareness because it is a time when young couples cover up potentially unhealthy relationship behaviors with gifts,” Anastasia Garcia, content director at TBWA\Chiat\Day New York, which developed the initiative, tells AdFreak. “We chose to create a disguised Valentine’s Day gift store to challenge young couples to think twice about the unhealthy behaviors we normalize all year long.”
She adds, “We intended to create a fully immersive experience for young couples to explore these items at their own pace. We designed the store to be welcoming, educational and safe. The experience was facilitated by One Love ambassadors to encourage questions and discussion, and provide local resources for those affected, if needed.”
As for the unhealthy messaging plastered on every item, “we borrowed the harmful language directly from stories of members of the One Love community so that it felt authentic and relatable,” says TBWA senior copywriter Ricardo Franco.
Other stuff on display includes bottles of vino (a poor way to get him/her “in the mood”), Be-Little Candy Hearts (“Loser!” “Idiot!” “You’re So Stupid!”) and Black-Hearted Helium Balloons (“Let me check your texts,” one demands).
“They key takeaway message is that love is a skill that we can all work on,” says One Love CEO Katie Hood. “By educating the next generation about how to build healthy relationships—something current generations have never experienced in a scaled way—we can change the statistics around abuse of every kind.”
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Via: AdWeek

Björn Borg introduces world's first twitter punching bag, to show love on Valentine's Day

This Valentine’s Day, Björn Borg encouraged people to spread love instead of insults on social media. Taking inspiration from the recent negative tone on Twitter surrounding politics, the brand invented the concept of “our rivals make us better”.
For their campaign, Björn Borg  presented the world’s first Twitter Punching Bag, in Stockholm.This is an interactive punching bag with a printed alphabet, and it’s connected to Twitter. Each letter is touch sensitive, and a punch is one letter in a tweet. This punching bag will travel around different gyms and encourages visitors to send their rivals some love with a punch or a kick.
The first person to kick off the activation was Henrik Bunge, CEO of Björn Borg, who sent his love to Mark Parker, CEO of Nike, in a tweet on Valentine’s Day. Nike is the sportswear market leader and therefore challenges Björn Borg to improve and, in turn, inspire other global sportswear brands. The Tweet reads:
“Hi Mark @Nike, CEO Henrik Bunge here. Thanks for being our greatest competitor. All my love for making us better. #DearRival”
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Via: Guerilla Blog and Björn Borg
 
 
 

Drone delivers flowers to couples in Valentine's Day stunt

The Flower Council of Holland has used a drone to drop roses in front of couples for a stunt in the Italian city of Verona.
The drone was painted red and nicknamed ‘Cupidrone’ for the pre-Valentine’s Day activity, which was filmed by production company Back2Back.
Cameras, including one onboard the drone, caught the reaction of young men and women when Cupidrone dropped a red rose in front of them.
Bram de Roojj, creative director at the creative agency Kingsday, said: “Technology may have changed over the years, but the effect of flowers definitely has not!”
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Via: Brand Republic

Invisible Vending Machines Surprise Lovers on Valentine's Day

Not only do vending machines offer all kinds of products, including piping-hot burritos and crunchy salads, but they also come in all shapes and sizes. For Valentine’s Day this year however, Coca-Cola managed to create a truly original offering, in the form of an ‘invisible vending machine’ that only reveals itself to passing couples.
When the machine detects a passing couple, it lights up and asks them their names. After a short wait, complete with some visual entertainment, the couple are presented with a pair of cans complete with the names they just shouted out to the machine.
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Via: psfk

Uber Lets People Write Valentine’s Day Notes In The Sky

For Valentine’s Day, Uber teamed up with Mastercard and Airsign to bring an on-demand skywriting service to its users in New York, Los Angeles, Dallas, and San Diego.
For $500, users could request an UberSKY love letter powered by MasterCard Priceless Surprises. Users had the chance to go beyond the usual flowers and cards and send a Valentine’s Day message written in the sky.
The service was available between 10 a.m. and 6 p.m. on February 14th. Hopeless romantics who wanted to go all out just needed to click on the UberSky option on their app, confirm the $500 fee, and then wait for an Uber representative to call. The Uber rep took down the message, which could only be 12 characters max, and let the user know when they could expect their message.
People could also join in on the fun by taking photos of the UberSKY messages and then tweeting them with the hashtag #SkysTheLimit.
Via: psfk

Wilkinson Sword 'Beards for Bouquets'

Wilkinson Sword deployed a ‘Beards for Bouquets’ experiential campaign at King’s Cross Station this Valentine’s Day.
‘Making Valentine’s Day Smooth Since 1898’, Wilkinson Sword offered commuters a free shave in return for a bunch of roses – with the size of the beard determining the size of the bouquet!
Wilkinson Sword also offered all participating men a personalised Hydro 5 razor.
Via: JCDecaux

Paris Is Prepared for Love Emergencies on Valentine's Day

If any unexpected flames of love start flickering in Paris for Valentine’s Day today, the Cupid-shot lovesick fools will be ready. That’s because the Flower Council of Holland (an industry group that helps florists build their businesses) has installed 1,500 cute little red boxes that are modeled after emergency boxes—but contain single red roses. “In case of love at first sight, break glass,” the boxes say. It’s a cute idea, and not as dangerous as it sounds. The “glass” is actually cellophane.
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Via: AdWeek

Ann Summers Projects Valentine's Day Messages on Rival High Street London Store Fronts

Ann Summers developed a guerrilla marketing campaign for the weekend ahead of Valentine’s Day, which included working with NomadiX Media to project messages onto competitor shop fronts.
The lingerie brand projected the message ‘Happy Ann Summer Day’ message on other London store fronts in order to attract consumers to shop at the store ahead of Valentine’s Day on Friday (14 February).
Store fronts included Liberty, Thorntons and Paperchase, while it also hired Clean Street Advertising to tidy up the streets and post the messages onto London street pavements. The messages also aim to drive consumers to tweet @Ann_Summers using the hashtag #AnnSummersDay.
The projection against Thornton’s read ‘Chocolates are for hospitals’, while another projection read ‘Roses belong in the Eighties.’
Via: The Drum

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