Love is in the air around Valentine’s Day. French retailer, FNAC, and agency, Judas, are spreading the love contagion to books with their Valentine’s Day campaign, Love Quotes.

Ostensibly, the campaign – a series of love quotes from great romance novels – helps the less-inspired to declare their love. But the campaign also reminds people of the seductive joy of romantic literature.

The quotes on cards were added to bouquets of flowers, the traditional Valentine’s Day gift, available in florists throughout France from February 13. They were carefully selected to cover a variety of feelings and styles, from the classic, “It was love at first sight, at last sight, at ever and ever sight,” from the book, Lolita, by Vladimir Nabokov, to the more melancholic, “If you remember me, then I don’t care if everyone else forgets,” from the book, Kafka on The Shore, by Haruki Murakami, and the passionate, “I want to do with you what spring does with the cherry trees,” from the book, Twenty Love Poems and a Song of Despair, by Pablo Neruda. A perfect quote for every couple.

Each card also includes a QR code where by scanning the code, the recipient of the bouquet can buy the book by the author of the quote they received.

Ruben de Barros, creative supervisor of Judas, commented, “On Valentine’s Day it is a classic to offer bouquets of flowers. Unfortunately, not everyone is able to write what their heart tells them and the flowers end up being accompanied by cheesy phrases. That’s why we decided to put literature at the service of these romantics and make another love grow: the love of books.”

Credits:
Agency: Judas
Executive Creative Directors: Pedro Lima, Vasco Thomaz.
Creative Supervisor: Ruben de Barros
Copywriter: Francisco Machado
Art Director: Luis Paladino
Strategy Director: João Pereira
Account Manager: Cátia Antunes

Client: FNAC
Marketing & Communication Director: Inês Condeço
Head of Brand & Digital Marketing: Margarida Silva
Marketing and Communication Manager: Matilde Abalada