Billboards for FTD's 2023 Valentine's Day campaign "WE LOVE LOVE".
Site-specific billboards designed for three cities across the country: Columbus, OH, Baton Rouge, AL, and Albuquerque, NM.
Static Billboards in Columbus, OH
For years now, celebrating Valentine's Day has felt a little "uncool". It's been written off as a corporate holiday, uninclusive to single people, a cash grab for mediocre restaurants. It's been made into a protest-style group event, or a speed dating exercise, or ignored all together.
We have one question: WHY? Why are we so "cool" that we can't just enjoy romance? Why are we so worried about wooing someone correctly that we deside not to do it at all? Why, in our hyper busy world, can't we appreciate a day set aside for our partners without feeling guilty that we can't make that effort every day. Why can't we simply allow ourselves an earnest, uncynical moment to appreciate love?
WE LOVE LOVE.
The strategy: in the face of pressure to write off Valentine's Day as an outdated idea, we are going to unabashedly celebrate real, honest love, and encourage all the couples out there to do that same.
Baton Rouge, AL