Anthem’s ‘Loved Locks’

A few weeks ago without warning a couple of tiles fell off the front of Anthem Worldwide London's building. What ensued though was a rapid deployment of temporary fencing to prevent folks from standing in the danger zone. To a creative department, this was immediately seen as ‘owned media’ and an internal creative competition was launched.

The winning idea was based on the love padlock trend that has become popular across the globe. Couples write their names or initials on padlocks and lock and leave them in public places – a gesture of commitment.

At the core of Anthem’s offer is ‘Big Ideas from the Shelf Out’ to elevate and amplify the desirability of brands. So for Anthem’s ‘Loved Locks’, every padlock has an Anthem logo and a logo of a client’s brand. Together the 1,000 locks form the word, ‘Loved’.