This year’s Valentine’s Day Campaign by HMV sees the company use icons from popular culture represented in the shape of a ‘heart’.

Developed by venturethree, the ‘Who Do You Love?’ campaign included hearts inspired by music, films and game, which are intended to appeal to a broad range of consumers, who all wish to celebrate Valentine’s with the partner.

Popular culture artists, characters and titles such as Rihanna, Cheryl Cole and The Who, as well as Sex in the City 2, SuperMario, Lady Gaga, George Michael, Kings of Leon and Julia Roberts film Eat Pray Love are all represented by individual hearts.

The campaign will run in-store, as well as being supported through national and consumer press adverts, online, social media and window displays.

Mark Robertson, group head of design and display for HMV, commented: “Valentine's is one of those times of the year when you can really go that extra mile to engage with your customers through your brand, especially if your campaign is able to connect with people and their desire to show how much they love their partner. We wanted to represent a number of icons - and in fact, quite a few of the artists had a direct input into the campaign."