This shocking bridal show stall reveals the horrors of domestic abuse

It's not all happily ever after, in campaign by Toronto charity Interval House

Published On
Oct 02, 2018

Editor's Pick

Visitors to the Toronto Bridal Show got a harrowing reminder this week that not all marriages end in a happy ever after.

Domestic abuse charity Interval House set up stall at the show with an exhibit created with agency Union. The "Broken Bride Registry" displays fictional products like cigarette burn cream, “jealous rage” bandages, “locked fridge” protein bars and an untraceable cellphone to protect yourself from a controlling spouse. 

Each item contained a barcode and when these items were scanned in the booth, they unlocked real-life stories/videos of domestic abuse. The booth featured scanners that deliberately mimicked the “scanning guns” that people typically use when putting their bridal registry together (at a department store, for example). The aim is to get the prospective bride to either add Interval House to her registry or make a charitable donation on the spot.

“Talking about violence against women is difficult, especially at a happy event like the bridal show, but it’s a conversation that needs to be had,” says Rica Eckersley, creative director at Union. 

Credits

Date
Oct 02, 2018
Agency:
Union - Toronto
EVP & Managing Director:
Catherine Marcolin
Chief Creative Officer:
Lance Martin
Creative Director:
Rica Eckersley
Creative Director:
Adam Thur
Art Director:
Adam Thur
Copywriter:
Rica Eckersley
Account Director:
Kristine Lafreniere
Account Manager:
Beatrice Dauphinais-Bourque
Strategist:
Maxine Thomas
VP, Integrated Production:
Jennifer Dark
Production Company:
HeydSaffer
Director:
Kat Webber
Director of Photography:
Julian Peter
Executive Producer:
Kevin Saffer
Line Producer:
Sarah Kravetz
Production Assistant:
Matt Raitt
Sound Recordist:
Ty Bertand
2nd Camera Operator:
Pierce Desrochers-O’Sullivan
Editor:
Jackie Roda
Post Production:
Married To Giants
Online Artist:
Sean Douglas
Online:
Wingman VFX
Colorist:
Andrew Ross
Color Company:
SIM
Audio Studio:
Berkeley Music
Audio Director:
Jared Kuemper

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