Harlequin
The People’s Romance
INTEGRATED CAMPAIGN (2024)
Senior Art Director Lianna Petridis
Senior Copywriter Molly McKay
Art Director Ria Concessao
Copywriter Emma Ilaqua
Design Director Bruna Macedo
Creative Directors Sarah Rutherford, Dani Gaede
Agency Cossette
For 75 years, Harlequin has been a leading romance publisher.
But recently, the romance genre has shifted, and many began to associate Harlequin with dated stereotypes and cliches. We were challenged to remind the world why Harlequin has been the romance expert for decades – and reveal just how much the brand has evolved.
We did this by launching The People’s Romance. A data-driven campaign celebrating all the iconic Harlequin moments that have kept fans coming back for more – every treasured trope and steamy storyline. A vibrant celebration of romance for old fans and new.
Case Study Video
Targeted Pre-Rolls
We brought our campaign to YouTube with animated contextual pre-rolls, strategically targeting content we know our audience adores.
The use of SFX also helped us set the scene instantly (super important in those 6 seconders!)