Divorce:• Give a new twist to the time-honoured expression “for better, for worse”;• Create a microsite peine2coeur.fr (pain of heart) illustrating the comprehensive, outstanding and innovative campaigns produced over the past seventeen years, those that were “used”(cru) or “not used” (pas cru), by means of a revolving mosaic of poster ads;• A link to the website www.proximity.bbdo.fr.