More than 20 years after the release of the Love Album, Prince created a unique symbol using it in his concerts, career and life. This symbol became his signature and personal emblem.

That symbol inspired his songs, music, and life, and eventually inspired all of us to create this lasting homage. We merged it with a black ribbon as a final sign of collective mourning of Prince’s musical and cultural heritage.

Our creative and graphic decisions kept Prince’s visual identity at the core of the design – the Love sign –merging it with – the black ribbon – traditionally used as a symbol of remembrance and a collective sign of mourning. It is a simple but powerful message.

Our goal was to insert this iconic visual into culture and the streets of New York. With only free media, we achieved:

Social activation led by Nas on Facebook (4M followers)

Print/Newspaper:

- Audience: 681,541

OOH Billboards and Posters:

+1M circulation in the NY subway hubs of Penn Station and Columbus Circle and in the street of Soho, New York.