This Valentine's Day in several cities around the world huge bolt cutters were installed for cutting off the love padlocks. In accordance with its mission to find a home for the heritage of broken love relationships, the Museum of Broken Relationships from Zagreb wishes to encourage everyone who broke up to also cut off their love padlocks and set their heart free symbolically, and at the same time physically unburden the bridges and other love padlocks carriers for new happy love relationships.
The bolt cutters have been installed on the same day in Moscow, Vienna, Berlin, Hamburg, London, Antwerp, Zagreb, Drvenik (Croatian coast) and San Francisco. The broken padlocks and stories behind them will find their home in the Museum of Broken Relationships, if their owners decide to share their experience by donating the padlock via brokenships.com.
Even though the initiative started on Valentine’s Day, its goal is to raise awareness and invite people who ended their relationships to break their love padlocks even after Valentine’s Day and send them to the Museum if they want. The initiative can be followed via social networks by using the hashtag #cutthedrama.
This professional campaign titled 'Cut the drama' was published in Croatia in February, 2015. It was created for the brand: Museum of Broken Relationships, by ad agency: Bruketa & Zinic. This Direct medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted over 8 years ago.
Advertising Agency: Bruketa&Zinic OM, Zagreb, Croatia
Creative Director: Nikola Zinic
Copywriters: Drago Mlakar, Vanja Cinic
Account Executive: Maja Gilja
Account Assistant: Zrinka Pozar
PR Manager: Jelena Mihelcic
Digital agency: Brlog
Copywriter: Srdan Laterza / Brlog
Project Manager: Jasna Manzoni / Brlog
Designer: Damir Mazinjanin
Production Manager: Vesna Durasin
Partner agency: Hirschen Group