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 started with OOH and social awareness to lean into the truth of ‘we’re all a bit nutty’.

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.

POP 501: Ideas

Wesley Dean

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