Barnardo's : Donate - Smile

Campaign focuses on the couples who are no longer in love

Published On
Apr 16, 2013
Donate - Smile

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.