Peoples Jewellers helps Canadians express their love on a grand scale

Peoples Jewellers is giving a few lucky Canadians an unprecedented opportunity to say “I love you” on Valentine’s Day. How? By purchasing media on Canada’s largest digital billboard — located at Yonge-Dundas Square in Toronto — and handing it over to people in love.

The Canadians selected to participate were asked to write a short, but incredibly sweet, valentine for the person they love. Those heart-felt valentines, imbued with each of the couple’s personal emotion and history, will be displayed in Yonge-Dundas Square on Valentine’s Day, making them the largest, most vibrant, and public valentines that Canada has ever seen.

“This initiative is just the latest example of Peoples’ commitment to advocating for love in all its forms,” said John McNamara, Vice-President, Marketing at Signet Jewelers, the parent company of Peoples Jewellers. “Peoples has been love’s advocate since 1919 when we opened our first jewellery store in Toronto. From that moment, we’ve strived to help Canadians celebrate their love in myriad ways. I’m thrilled we were able to extend that role and help these couples express their love in a big way this Valentine’s Day.”

This initiative comes only a few months after Peoples donated two thirty-second television spots during a Toronto Maple Leafs broadcast to a young man who wanted to propose to his girlfriend during the game.

“It’s great to help people genuinely express their love for one another and to witness the positive impact of our creative industry,” said Laurent Abesdris, Partner and Creative Director at Juliet Creative, the agency responsible for Peoples most recent marketing initiatives. “It's not just about producing work and selling stuff.”

The Valentine’s Day billboards will be on display throughout the day on February 14th, 2019, a day that marks Peoples Jewellers’ 100th Valentine’s Day.

Agency – Juliet Creative

Chief Creative Officer – Ryan Spelliscy

Creative Director – Denise Cole

Creative Director – Laurent Abesdris

Head of Strategy – Sarah Stringer

Head of Client Engagement – Leanne Goldstein

Head of Production – Andrew Schulze

Agency Producer – Jes Watson

Client – Peoples Jewellers

Vice President, Marketing – John McNamara

Director of Marketing – Tom Schwartz

Brand Manager – Christen Lazarchek