BMP OMD and Outdoor Connection conceived and bought a
Valentine-themed ad for Marmite in the shape of a giant outdoor
projection in central London.
Starting at 5.25pm on 14 February, the ad was beamed onto the Chelsea
Gasometer, next to Battersea Power Station. The ad used the ’Love
is ... Hate is ...’ creative by BMP DDB, which previously appeared on a
six-sheet campaign several years ago.
Martyn Stokes, senior media planner at BMP OMD, was responsible for
planning and buying the campaign, which was executed by Laser
’The idea was to catch the attention of all the people who were dashing
home on Valentine’s night,’ said Stokes. ’The creative, media solution
and timing came together brilliantly. Marmite was able to capture
people’s imagination on a day that fits perfectly with the love/hate
Outdoor Connection director Andrew Allerton, said: ’Advertising is
increasingly about walking with consumers. With this idea, Marmite was
arm in arm.’