So we created the Ex-Valentine’s Day, a date to be celebrated on April 18th. Because when you break up a relationship, you want to let it go. And to let it go, you need to get rid of everything that reminds of your failed relationship. And the Salvation Army wants donations. So that was the perfect equation. An integrated campaign composed of different assets was created to establish the new "day". The challenge in terms of design was to have a language able to charm the young target and draw attention to Ex-Valentine's Day.

The Salvation Army, for being very traditional, didn't reach the young audience. Additionally, people believe they can only donate big things like furniture, which is not true, since clothes and small objects are actually more profitable for the institution in the bazaars. Another point is seasonality: the period between March and April is when the institution receives fewer donations. The brief was to reverse this situation.

We created posters and also applied the same design on the online posts. The posters list funny reasons that could have caused the end of a relationship, and both copy and design show these reasons in a minimalistic and sarcastic way. It's an online looking offline poster.

The posters were massively shared as posts on Facebook pages of thousands of people. In colleges, where they were also placed, they created great awareness for the Ex-Valentine’s Day and many donations were left in collection boxes in loco. They were posted spontaneously in hundreds of websites, spreading the message of the Ex-Valentine’s Day. They helped the Ex-Valentine’s Day, since their launch, to get 1.1 million US dollars in earned media and the Salvation Army to raise 60% more donations compared to the previous months.