Leggos transforms Melbournes laneways with love in a new outdoor campaign via BWM
BWM and Leggo’s are revelling in the month of love by transforming some of Melbourne’s famous laneways into ‘Leggo’s Laneways of Love’.
To coincide with Valentine’s Day and the Leggo’s Love Songs campaign, BWM created an outdoor installation campaign in the streets and laneways of Melbourne.
The installation, paying homage to the iconic and romantic ‘Lady and The Tramp’ imagery, uses individual portraits interconnected by long strands of spaghetti.
The creative idea included a special “Happy Valentine’s Day” message, celebrating the most romantic day of the year in true Leggo’s style.
Says Gus Johnston, deputy creative director of BWM Melbourne: “Lovers love a stroll and Melbourne laneways are the perfect place to get a bit romantic. Knowing this, we thought there was no better place than to connect Leggo’s with love in the lead up to Valentine’s Day then to fill them with romantic imagery during February.”
The Leggo’s Love Song campaign ran again in 2013 for a second year after successfully launching a Facebook offer last year to woo your sweetheart with a personalised love song.
Says Johnston: “The installation is another fun way for Leggo’s to celebrate Valentine’s Day and break away from the everyday. It’s also a fitting time to celebrate Australia’s longstanding love affair with Italian cuisine.”
Client: Simplot Australia
Executive Creative Director: Rob Belgiovane
Creative Director: Ant Shannon
Deputy Creative Director: Gus Johnston
Creative Team: Jeremy Elliot, Chris Hanrahan, Gus Johnston
Senior Account Manager: Bryan Micallef
Lead Business Director: Belinda Murray
13 Comments
Cute
Nice. But I can’t shake the nagging feeling that this could have used the watchful eye of a Deputy-vice Associate Creative Director to finish it off.
Nice High High’s poster
Interesting decision to use the agency staff as talent. Smells a bit scammy to me or should I say ‘proactive.’
Absolutely wreaks of “proactiveness”…..
Nice one.
Love it!
Hang on, she’s eating spaghetti with two different men! Harlot!
Clever. I like it.
Like it. Hope its still up.
How long before a pissed person steals the spaghetti?
My name says it all.
Agency that use staff as talent… will change staff!