To get the men of New Zealand buying Valentine’s Day gifts for their loved ones at The Warehouse (one of New Zealand’s largest retailers).

We organized the ultimate expression of love: a plane towing a banner with ‘Babe, I love you’ on it. Then, we let every Kiwi guy tell his partner he had done this just for her. We created a guys-only website that let guys in on the secret, vote for the message and choose where it would fly. Then, we told them where to be with their partner to take credit. We also pointed them to our stores for other gift ideas.