I made a campaign that celebrated quirkiness and fumbles in dating.
Valentines day acts as a heat check in the world of dating, creating an expectation that ‘this needs/I need to be perfect’, putting pressure on everyone to be borderline inauthentic so they don’t ruin the event by being quirky. So, I launched a campaign that allowed people to embrace their nuttiness and not worry too much about making the wrong move; aptly named ‘Nutty to New Love’.
We created a promotional print ad containing nutty themed Valentines day card that encouraged purchase of Peanut M&M’s
We created the #OMGValentines trend where individuals were able to laugh at the shots they’ve taken, when they shouldn’t have. The clip that inspired the trend:
The internet did numbers with this trend. Be warned, people are down bad.
We did a collaboration with dating apps to introduce an micro-transaction feature that allowed people to gift vouchers for Peanut M&M’s to send to their match after they said something a bit nutty.
During the Superbowl (five days before Valentines day), we did an in person activation where after every fumble in game, we would pay for a date for anyone who used the hashtag #NuttytoNewLove and posted a photo of them with their date on X.
POP 501: Ideas
Wesley Dean
Class:
Creative: