There are seemingly two types of people on Valentine’s Day: those who get all wrapped up in the romantic spirit of the day, and those who remain unmoved.

Warner Brothers Canada created an activation for both of those types.

Throughout Feb. 13 and 14, an immersive pop-up on Toronto’s Queen Street West offered fans a chance to express their love – or disdain – for the day. The activation was part of a campaign to promote the release of Warner Brothers’ Isn’t It Romantic?, which stars Rebel Wilson as a woman stuck in a romantic comedy.

A street-facing window display featuring two live actresses in their apartments depicted two very different themes: “All of the Feels,” for those who swoon and sigh at the thought of Valentine’s Day, and “None of the Feels,” for those who take a more blasé approach.

Inside, visitors were asked to share how they will spend their Valentine’s Day. Those who aligned with team “All the Feels” received a date night mini-makeover, sponsored by Quo Cosmetics and Shoppers Drug Mart, along with a free Lindt Lindor truffle sample. There were still gifts abound for those on team “None of the Feels,” as participants were invited to spin a wheel and receive a complimentary copy of a Warner Bros movie of a less-than-romantic genre – drama, comedy, action, fantasy or horror.

Also featured inside the pop-up is a social media-friendly Isn’t It Romantic flower wall, where attendees were invited to take photos and share on social using the hashtag #IsntItRomantic and either #AllOfTheFeelsContest or #NoneOfTheFeelsContest to be entered in a getaway draw.

OMD provided media support for the overall campaign. The activation was promoted through paid social posts. The social strategy and implementation, as well as the contest, was spearheaded by Your Brand Integrated Marketing and Communications, while LexPR managed the creative development, build and management for the pop-up. LexPR is also responsible for the partnership between WB and Shoppers Drug Mart.