GLOBAL – BRAZIL, APRIL 12, 2013 – Everyone has memories of ex-boyfriend or girlfriend, and when the ex is the one who ended the relationship, the physical traces of the history, ts, clothes, his or her objects – can be an uncomfortable reminder with which we don’t know how to deal with.
WMcCann has a suggestion: donate them to the Salvation Army. For if the memories of the past relationship may be unpleasant for some, they are at the same time, very useful to others.
It is with this motto that the Salvation Army endorses the creation of the Ex-Valentine’s Day, to be celebrated on April 18. The integrated campaign composed of film, ads, Facebook app and direct mail, carries the tagline: “Too bad it’s over. But since it’s over, donate.”
Produced in stop motion and directed by Gabriel Nobrega, from Vector Zero/Lobo, the film ‘Declaração’ (‘Declaration’) with 45’ versions for cinema and the Internet and 30’ for TV-starring a necktie, which starts to sing a song by Latin artist Juan Luis Guerra (granted to the campaign). The necktie starts to involve other items in the environment in order to recover the romantic mood of the relationship, but its plan is interrupted by the woman, who does not care about the ex-boyfriend, and puts the item in the box.
In print media the ads make practical jokes with people’s particularities that caused the relationship to come to an end. The advertising pieces bear the image of a broken heart, with the drawing of the reason why the breaking up occurred – a tribal tattoo on the tailbone which reads "Every form of love" on top in one of the pieces, a hole in the tooth that looks like a bean at the other. Both follow the line of text that complements the campaign: "Serious or not, a reason is a reason and everyone has their own."
The Facebook application (www.exnamorados.com) allows you to select the photos of the ex and virtually burn them so that they can be shared with friends so that everyone knows you forgot him/her once and for all. Furthermore, the tool, posters with various reasons to break up ranging from trivial errors of Portuguese language to attitudes known as the ones likely to make the opposite sex mad, such as when the girl speaks with a baby voice in the presence of his friends or when he splits both the restaurant and car parking bills with her can be shared on personal timeline. On Salvation Army profile on Facebook it will also be possible to schedule donations withdrawals.
In order to promote the collection, 5,000 copies of a Brazilian newspaper will be inserted with an ad that turns into a box where one will be able to place the donated objects. All pieces of the campaign bring a text that details the process in a fun way, from the enchantment up to the end of a relationship, and encourages forgetting the past by donating to the Salvation Army.
CREDITS
Agency: WMcCann
Product: Corporate
Name of the Campaign: Ex-Valentines
CCO: Washington Olivetto
Creative Director: Milton Mastrocessario “Cebola”
Creatives: Carolina Markowicz, Fabiano de Queiroz “Tatu”
Media planning: Paula Marsilli, Viviane Vela, Kauê Guerrero, Fernanda Oya, Giovanna Novaes
RTVC: Regina Knapp e Arlete Piccinini
Production Company: Vetor Zero Lobo
Film Director: Gabriel Nóbrega
Director of Photography: Beto Hacker
Animation: Paulo Pássaro, D. Lee
Post Production: Felipe Seixas
Sound Production: Zeeg
Soundtrack: Zeeg
Operation director: Vera Dreckmann
Graphic Production: Marcelo Hack, Marcelo Pinto e Ricardo Rodrigues
Art Buyer: Ricardo Lívio, Zizi Damasco
Illustrator: Pict Estúdio
Web Production: Funn-Digital
Account Service: Maximiliano Lacerda, Roberta Julianelli, Ronald Alaby
Project Manager: Julia Soares
Client: Dirceu Lemos, Tiago Mendes
