A spicy Valentine’s Day self-love campaign from Gut Los Angeles for DoorDash took home the PR Grand Prix at the Cannes Lions International Festival of Creativity on Wednesday.

“Self-Love Bouquet” encouraged people to show love not just to others but to themselves as well. For the week leading up to Valentine’s Day 2023, DoorDash users could order a Self-Love Bouquet from the app’s Flower & Gift Boutique store.

The dozen roses in the order included a spicy twist. In addition to 11 fresh blooms, purchasers also received a Rose, a sex toy gone viral on TikTok, to take the self-love commitment to the next level. 

The spot that accompanied the campaign told users to “Find flowers for everyone you love. Including yourself” before turning on the vibrating Rose nestled within the bouquet. 

The promotion was available in Atlanta, Chicago, Detroit, Houston, Los Angeles, Miami and Philadelphia, and could also be gifted to others to further spread the love.

Gold Winners: 

Six campaigns won Gold Lions in the category: 

• “Home” for Nike by Wieden+Kennedy London
• “Fighting to Remember” for Zikaron BaSalon by McCann Tel Aviv
• “The Postponed Day” for LALCEC by Grey Argentina
• “Apologize the Rainbow” for Skittles by DDB Chicago
• “Where to Settle” for Mastercard by McCann Poland
• “Runner 321” for Adidas by FCB Toronto