HMV's Valentine's Day campaign this year takes its inspiration from icons of popular culture drawn from music, film and games, including celebrated artists, products and sleeve designs.
Each bespoke creative is presented in the shape of a 'heart' that the artist themselves might have designed. Supported by the strapline 'Who Do You Love?', the campaign is intended to appeal to a broad range of shoppers of different ages, backgrounds and interests – but who all have in common the desire to celebrate Valentine's with their partner.
So we have Rihanna represented by her signature red rose; Cheryl Cole and her famous military-style bodice; Olly Murs in his favourite polo top and trademark pork-pie hat; Brandon Flowers' association with Las Vegas and his 'Flamingo' album is denoted by a roulette wheel; Take That have their band logo set against a yellow background – just like their album cover; The Who are in there with a mod target; SuperMario has his famous plumber outfit; and there's a pink glitterball-style image from Sex and The City 2. There are 18 designs in total, which also include representations of JLS, Lady Gaga, Paloma Faith, The Script, George Michael, The Scissor Sisters, Kings of Leon, Eat Pray Love and Call of Duty and Professor Layton from the world of games
The campaign, which was developed by HMV's brand agency venturethree, was launched at the weekend and is being supported through national and consumer press advertising, online and social media and instore graphics and window displays. Please see sample artwork attached.
HMV Group Head of Design and Display, Mark Robertson comments: “Valentine's is one of those times of the year when you can really go that extra mile to engage with your customers through your brand, especially if your campaign is able to connect with people and their desire to show how much they love their partner. We wanted to represent a number of icons – and in fact, quite a few of the artists had a direct input into the campaign.”