LittleBig has partnered with the National Flower Centre for a Valentine's Day campaign dubbed 'Public Display of Affection' (PDA).

The campaign aims to encourage people to support their local florists on February 14. The National Flower Centre, situated within the Melbourne Market, serves as a vital link between suppliers and local florist businesses and boasts over 140 stands supplying fresh flowers to 700 local businesses.

The campaign was designed to remind people to consider flowers as a top-of-mind gift for Valentine's Day. Creative features relatable settings, a play on words, a bold modern typeface, a direct call to action, and bright bouquets to attract viewers. The campaign has been executed via street, transport and digital out-of-home, social advertising and retailer posters.

"Everyone loves receiving flowers at any time of the year but there’s something special about flowers on Valentine’s Day. Nothing says love quite like a big, beautiful bunch of blooms and traders at the National Flower Centre are working around the clock to ensure 14 February is filled with couples across the state showing Public Displays of Affection with flowers," said Melbourne Market CEO, Mark Maskiell.

Creative Director at LittleBig, Rich Harley, said the brief was to be wholly relatable for a broad cross-section of people.

"The image of someone walking down the street, sometimes a bit sheepishly, with a bunch of flowers, is so endearing. It's a gorgeous public display of affection that's eye-catching yet somehow quiet and intimate, and signals - 'oh yeah, it’s Valentine's Day’," he said.

LittleBig, which is celebrating its 17th year in 2024, conceived, directed and orchestrated a video and still shoot featuring real people in familiar Melbourne locations and provided strategic consultation.