While we’re on the McCann tip, forget about February 14. In Brazil, Ex-Valentine’s Day is April 18th. That means all those weepy single people will have another day to think about their lack of relationship success. For the recently broken-up, Ex-Valentine’s Day (a make-believe day concocted by the parties involved with this effort; Brazilian Valentine’s Day is actually June 12) is also a chance for catharsis (and presumably bad Portuguese chick flicks). The Salvation Army and Sao Paulo/Rio-based WMcCann want to jump in on the romantic purging, asking those who have mountains of useless junk from their exes still sitting around to donate.
With the tagline “Too bad it’s over. But since it’s over, donate,” you can practically feel the lack of sympathy in your bones. But, giving back after a breakup might turn the love karma in your favor. Probably not the most altruistic motives for donating to charity, but a resourceful (and potentially spiteful) way to recycle for those who are less fortunate. If your girlfriend left her favorite jeans in your apartment, you can give them away, and when she comes to reclaim her possessions, you can laugh in her face. Okay, I take back the love karma remark. This campaign will help reuse old goods, but it might actually be brilliantly sadistic. If love gods do exist, they might dislike you. Let’s hope Cupid has a good sense of humor.
Credits after the jump.
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
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