THE CASE.
THE PROBLEM.
More than half of all marriages in western countries get divorced sooner or later. With grim battles over the question: Who gets what? A prenuptial agreement prevents these conflicts and helps going through the struggles of separation.
The German Bar Association wanted to educate young people in the marrying age about this issue – without the budget for a traditional campaign.
THE IDEA.
We created “Martin G.”. Our story: Martin just got divorced and takes separation literally: He cuts the entire household in half and puts his halves on eBay for sale.
And as a revenge to his ex-wife, he posts a video on Youtube, showing him splitting the stuff and ironically thanking his ex for 12 “beautiful” years.
And as a revenge to his ex-wife, he posts a video on Youtube, showing him splitting the stuff and ironically thanking his ex for 12 “beautiful” years.
THE RESULTS.
The story of the guy who cut everything in half made it into the news all over the world in just a few days!
Everybody was talking about divorce and prenuptials:
on TV, in newspapers, and across social networks. Even Ashton Kutcher and Lil Wayne shared the story!
Everybody was talking about divorce and prenuptials:
on TV, in newspapers, and across social networks. Even Ashton Kutcher and Lil Wayne shared the story!
