Warner Bros. and PHD took outdoor advertising one step further with Valentine’s cards placed in ad shelters ahead of the premiere of "Wuthering Heights".

– “Wuthering Heights" is one of the greatest love stories of all time, and the Valentine’s card is a timeless symbol of exactly that. By using a physical format, we wanted to celebrate classic romance while giving people a tangible opportunity to share a little extra love, says Jennifer Holme Welding, Senior Marketing Manager at Warner Bros. Discovery.

The campaign is strategically positioned across the city in the days leading up to Valentine’s Day, when people are already out and about. Linn Frestad, Head of Project Management at PHD, explains that outdoor advertising offers a unique opportunity to reach audiences in the moment.

– For a film driven by powerful emotions, we wanted a format that could deliver strong visual impact while also inviting interaction. Outdoor was the perfect choice, says Frestad.

When Outdoor Becomes a Physical Part of the Story

By combining large-scale surfaces with a tactile element, the campaign leverages the full potential of the channel and creates a more personal experience in public space. For Bauer Media Outdoor, the campaign stands as a clear example of how outdoor can be used creatively to build brand and anticipation.

– This is a great example of how outdoor can be more than visibility. When people stop, take something with them, and become part of the campaign, we create a stronger and more memorable experience, says Isabel Davis Brodtkorb, Senior Manager Create & Engage at Bauer Media Outdoor.

Outdoor also drives engagement far beyond the billboard itself. Recently, a trend has emerged where people pose in front of movie posters, pretending to “kiss” the male lead — a simple but effective gesture that spreads across social media. When audiences actively use campaign materials as the backdrop for their own moments, outdoor becomes more than a message — it becomes part of the culture.

Building Anticipation Ahead of the Premiere

The goal of the campaign is to position Wuthering Heights as a natural choice for Valentine’s weekend — whether for couples or groups of friends.

– We want to build an emotional connection before audiences even take their seats in the cinema. This is a film that deserves attention, and that’s why we wanted to do something a little out of the ordinary with the marketing, Welding concludes.