Stills & Concepts
WMcCann agency came up with a humorous way to encourage donations to the Salvation Army: declaring April 18 as Ex-Valentine’s Day. Inspired by the date, people would are expected to donate clothes, gifts and other objects that bring back painful memories of failed relationships. Or as the tagline puts it, “Too bad it’s over. But since it’s over, donate.”

The campaign encompasses pieces for a variety of media, including this spot produced by Vetor Zero/Lobo and direceted by Gabriel Nobrega. Created with stop motion animation, the film’s main character is a tie that sings in ultra-romantic mood the song Te Regalo Una Rosa, by Juan Luis Guerra, backed by a chorus of socks, gloves and sweaters. The musical number, however, is suddenly cut short by a furious woman who storms the room, grabs the tie and throws it in a box along with her engagement ring and other of her ex-boyfriend’s belongings.
Stills & Concept Art
Exército da Salvação
Production Company
Vetor Zero / Lobo
Creative Director
Gabriel Nobrega
Executive Producers
Alberto Lopes & Sérgio Salles
Director of Photography
Beto Hacker
Account Manager
Paula Saraiva
Character Fabrication and Armature
Fabiana Fukui e Mateus P
Paulo Pássaro e D. Lee Peffer II
Felipe Seixas
Sound Design