HOUSE OF CB X ASOS

OBJECTIVE

To celebrate the arrival of House of CB on ASOS, BAYY brought the concept “Pass a Peony, Write a Note” to life with a feel-good pop-up on London’s iconic Portobello Road.

The activation surprised the public with 250 single pink peonies, supplied by Sage Flowers. Each flower was paired with a blank note, inviting recipients to write a message before passing the peony on to the next person — creating a chain of positive affirmations shared throughout the day.

Designed to spark connection and joy, the activation turned a simple gesture into a memorable brand moment, spreading positivity across sunny London while celebrating the House of CB launch on ASOS. Production and execution by BAYY.