It Ends With Us
A CREATIVE OOH EXPERIENCE
Floral Filled OOH
The Challenge
To celebrate the highly anticipated release of It Ends With Us, based on the global bestseller by Colleen Hoover, the goal was to create an unforgettable experiential OOH activation that would captivate fans and amplify awareness ahead of the film’s premiere. With flowers playing a central symbolic role in both the book and movie representing love, growth and resilience – we set out to transform this narrative into a tangible, real-world moment. The campaign aimed to spark conversation, drive social engagement and establish It Ends With Us as the must-see cinematic event of the summer, particularly among its core audience of women aged 20+ and loyal fans of the book.
The Execution
To bring the story of Lily Bloom to life, we installed a striking, large-format vinyl of the official It Ends With Us film poster at Westfield London’s high-footfall Eat Street. Framing the poster was a monumental truss adorned with hyper-realistic silk flowers, creating a stunning, photo-worthy focal point that echoed the floral imagery synonymous with the film and book cover.
In front of the floral wall, we recreated a charming homage to Lily Bloom’s dream flower shop, complete with baskets and buckets brimming with vibrant flowers and plants. Brand ambassadors dressed in Lily Bloom’s aprons interacted with passersby, offering beautifully wrapped individual floral posies as memorable giveaways. The activation created a sensory, shareable experience that connected fans to the heart of the story and provided the perfect Instagrammable moment.
The campaign was amplified through on-site engagement, social media sharing and organic buzz, with the installation serving as a must-visit pop-up for fans and shoppers alike.
The Outcome
The It Ends With Us floral activation successfully turned Westfield London into a vibrant, storytelling space that brought the film’s essence to life. The visually striking installation drew in thousands of visitors, generating high footfall and a steady stream of organic social media content, with fans capturing their floral moments and sharing them widely. The campaign not only increased awareness of the movie’s release but also reinforced its emotional, floral themes, positioning It Ends With Us as a cultural moment for book lovers and cinema-goers alike.
