With nine walls, four cities, and a two-phase creative approach, Stella Artois showed up to celebrate Valentine’s Day in style. LA, New York, Chicago, and San Francisco received unbranded, hyper-local “love letters” from February first through the holiday, bringing people together and encouraging engagement. After Valentine’s day, the simple text was embellished with Stella Artois branding and colors to transform the celebration of love and community into an impactful OOH activation through the remainder of the month.

Given the increasing value of hyper-local consumer messaging in OOH, and knowing the emotional power that comes with hometown pride, this strategy was designed with the targeted goal of garnering on-site selfies and inspiring online sharing. In the end, locals celebrated their cities, their loved ones, and were quick to capture the unexpected romance that occurs when walking down the street and seeing a painted message that speaks right to the heart.