The Salvation Army of Brazil suggests a new date and way to celebrate love lost. In a new campaign by creative agency WMcCann Brazil, the charitable organization declares April 18th as Ex-Valentine’s Day and encourages people to donate their ex’s clothes.
The campaign includes a video that was produced in stop-motion by Gabriel Nobrega of Vetor Zero. The video shows a neck tie singing a song by Latin artist Juan Luis Guerra. Other pieces of clothing come out to join in and create a romantic mood. The performance ends abruptly with a woman snatching the tie and throwing it into a box along with other items. The video ends with the campaign tagline. The campaign includes print ads and even a Facebook app that lets users virtually “burn” photos of their exes.
Watch the video of the ad below.