The Salvation Army: Donate - Chest

Campaign focuses on the couples who are no longer in love

Published on Apr 17, 2013

Editor's Pick

It's not February, or even close, but the Salvation Army and WMcCann are out to create the anti-thesis to the lovey-doviest day of the year. They've designated tomorrow "Ex-Valentine's Day," with a campaign that asks you to forego the ritualistic burning of your ex's stuff and donate it instead.

A stop motion film directed by Gabriel Nobrega stars a necktie with the voice of Latin artist Juan Luis Guerra, who tries to make some romance happen with some other objects, only to find itself being donated by a spurned ex-girlfriend.

A print campaign talks about the myriad reasons you might have wanted the relationship to end. A tagline says: "Too bad it's over. But since it's over, donate." An accompanying Facebook app lets you virtually "burn" photos of your ex -- and do it in a very public way.

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Apr 17, 2013
Chief Creative Officer:
Washington Olivetto
The Salvation Army
Creative Director:
Milton Mastrocessario
Carolina Markowicz
Fabiano de Queiroz
Production Company:
Vetor Zero Lobo
Film Director:
Gabriel Nobrega
Director of Photography:
Beto Hacker
Paulo Passaro
D. Lee
Post Production:
Felipe Seixas
Sound Director:

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