St. Valentine’s is overloaded with love demonstrations. To cut out the sweetness, we decided to address the target who hadn’t been so lucky in love. And offer them a space to express their feelings that day too.

So we created an exclusive section in the St. Valentine's Love Classifieds of the most popular newspaper where you could only publish a message to your ex. Messages were gathered through the web in www.sendyourexamessage.com.

In only seven days, the website gathered more than 30.000 messages waiting to be published in the newspaper.The day after the publication of this section, tons of blogs and even other newspapers talked about it.Today, thanks to the great success of this ¨new¨classifieds, Clarín Newspaper is printing a book with the best messages that´ll be on sale next spring.