The Royal British Legion is asking amorous members of the public to recreate the most famous kiss of the Second World War in recognition of Allied Forces' heroic efforts.
A photograph of a sailor in a clinch with a nurse in New York's Times Square quickly became a symbol of the war's end, summing up the jubilation of victory.
The RBL has recruited a list of famous faces to re-enact the image as it bids to mark the 70th anniversary of Victory in Europe Day next weekend.
And others are being asked to join in the spirit of celebration by sharing a photograph of themselves smooching with a loved one on social media.
Among those sharing a kiss are dancer Darcey Bussell and Afghanistan veteran Ben McBean, Spooks actress Hermione Norris and Chelsea Pensioner Harry Puttick, and actor Tom Hardy and his wife Charlotte.
Chief Scout and former SAS reservist Bear Grylls is pictured sharing a kiss with his wife Shara, TV presenter Susanna Reid shares a tender moment with her father Barry and historian Dan Snow puckers up with Chelsea Pensioner Marjorie Cole.
The Legion wants thousands of Britons to share their own photos of a celebratory kiss in the lead up to VE Day on Twitter, with the hashtag #KissforVEDay.
All the pictures will then be shared on the Legion's commemorative website, www.veday.org.uk.
The site also features personal recollections of VE Day, including the memories of people such as actress Barbara Windsor and broadcaster Michael Parkinson.