Melbourne’s laneways have been transformed into walkways of love as Leggo’s re-creates the Lady and the Tramp imagery for its latest campaign.
The takeover was timed to coincide with Valentine’s Day last week and forms part of Leggo’s Love Songs campaign.
The installation, created by BWM, feature long strands of spaghetti connecting the portraits across the laneway.
Gus Johnston, deputy creative director of BWM Melbourne, said: “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 installation comes as Leggo's launches a campaign to promote its new vine-ripened tomatoes product.
Credits: client Simplot, agency BWM Melbourne, executive creative e director Rob Belgiovane, creative director Ant Shannon, deputy creative director Gus Johnston, creative team Jeremy Elliot, Chris Hanrahan, Gus Johnston, senior account manager Bryan Micalleg, lead business director Belinda Murray.