Most days of the year you can coast without remembering the date. But forget February 14th, and you may be hearing about it until Easter.

We spun Snickers’ classic line “You’re Not You When You’re Hungry” into “You’re Forgetful When You’re Hungry.” And instead of just pointing out the problem, we decided to solve it.

 

The star of the show was a special-build relationship-saving billboard at London Waterloo. The white lettering of ‘Forgetful’ was made from 3,000 Valentine’s cards that passers-by could simply peel off. Over a dozen other billboards guided people to it. 

 

For those who managed to miss it anyway, a fresh set of “Happy Belated Valentine’s” cards appeared on February 15th, complete with a cheeky line about restaurant reservations being easier the day after.

 

Love was in the air — and it went beyond the commuters whose Valentine’s Day we salvaged. The outdoor media company, Primesight, were smitten as well. This was the first time someone had booked out all 16 of their Waterloo sites in one fell swoop. For some reason, we didn't get any love letters from the designer who had to produce 16 differently shaped billboards in 10 hours.