BBDO Toronto brings romance when you need it for Harlequin

Ads, Creativity

BBDO Toronto signs a new campaign, directed by Ben/Dave of Partners Film, for Harlequin. The campaign, debuting this month, includes a new online video serving as a rallying cry for romance readers everywhere.

Harlequin Poster - Cowboy

The video, entitled “Romance When You Need It,” shows a group of office workers, being swept away by different romantic archetypes – from a fireman to a dashing billionaire playboy – living out their literary fantasies whenever they can find a quick moment.

Harlequin Romances offer today’s women a perfect break from their daily stresses and pressures. The work also demonstrates Harlequin’s relationship with women in an engaging, playful manner

Linda Carte,

VP Associate Creative Director BBDO Toronto

Harlequin Poster - Seal

The video is live on a campaign specific splash page:, which also offers descriptions of Harlequin’s library of titles and a link to 17 free Harlequin Romances, downloadable in PDF or EPub formats. There is also a print and social media campaign that leverages the different romantic Harlequin archetypes to meet the needs of its readers.

Harlequin readers have a strong direct relationship with the brand and the message in this video perfectly captures those moments when they turn to Harlequin for a break or for some well-deserved me-time

Farah Mullick,

Marketing Director, Series, Harlequin

The campaign is being further supported with a highly targeted online buy, in-store, loyalty and event programs, and blogger outreach.



Harlequin Poster - Viking


Client: Harlequin Enterprises

  • Vice President, Single Title Marketing: Stacy Widdrington
  • Creative Director, Romance Fiction: Tony Horvath
  • Director, Digital Products: Farah Mullick
  • Director, Romance Publicity, Partnerships & Events: Michelle Renaud
  • Product Manager, Retail Marketing: Shana Mongroo

Agency: BBDO Toronto

  • SVP, Executive Creative Director: Denise Rossetto
  • SVP, Executive Creative Director: Todd Mackie
  • VP, ACD, Art Director: Linda Carte
  • VP, ACD, Copywriter: Irfan Khan
  • Broadcast Producer: Jennifer Morrison
  • Account Director: Paul Forrest
  • Account Executive: Zach Kula

Production Company: Partners Film

  • Executive Producer: Gigi Realini
  • Directors: Ben/Dave
  • Producer: Andrew Sulliman
  • DOP: André Pienaar

Post House: Saints Editorial

  • Executive Producer: Michelle Rich
  • Editor: Griff Henderson
  • Assistant Editor: Tim MacLennan

Audio House: Ricochet Post Productions

  • Executive Producer: Mary Beth O’Dell
  • Audio Production Manager: Mike Rosnick