• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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The Great Love Conspiracy

Award: Graphite Pencil

Graphite Pencil / Direct / Ambient / 2009

We wanted guys to know that The Warehouse could help them take care of all their Valentine’s Day needs. It can be an expensive time of year for guys. So we appealed to them by telling them how they could impress their girlfriends without spending a cent. On our website, we told guys we were organising a plane to fly over various New Zealand cities with a romantic message trailing behind it. We then explained how the guys could take credit for it, and convince their loved one that they did it just for her. We then let them know exactly when and where it would appear, ensuring they would look like romantic heroes when their sweethearts looked up and saw the lengths each guy had gone to, to express his love.

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