Leggos transforms Melbournes laneways with love in a new outdoor campaign via BWM

BWM and Leggo’s are revelling in the month of love by transforming some of Melbourne’s famous laneways into ‘Leggo’s Laneways of Love’.

To coincide with Valentine’s Day and the Leggo’s Love Songs campaign, BWM created an outdoor installation campaign in the streets and laneways of Melbourne.

The installation, paying homage to the iconic and romantic ‘Lady and The Tramp’ imagery, uses individual portraits interconnected by long strands of spaghetti.

The creative idea included a special “Happy Valentine’s Day” message, celebrating the most romantic day of the year in true Leggo’s style.

Says Gus Johnston, deputy creative director of BWM Melbourne: “Lovers love a stroll and Melbourne laneways are the perfect place to get a bit romantic. Knowing this, we thought there was no better place than to connect Leggo’s with love in the lead up to Valentine’s Day then to fill them with romantic imagery during February.”

The Leggo’s Love Song campaign ran again in 2013 for a second year after successfully launching a Facebook offer last year to woo your sweetheart with a personalised love song.

Says Johnston: “The installation is another fun way for Leggo’s to celebrate Valentine’s Day and break away from the everyday. It’s also a fitting time to celebrate Australia’s longstanding love affair with Italian cuisine.”

Client: Simplot Australia

Lead Business Director: Belinda Murray