| Philosophy | The German Bar Association, representing 66,000 lawyers in Germany, wanted to point to a serious problem: A divorce in Germany can cost you up to 50% of your belongings if you don't take legal precautions. With a budget of just 5.000 € we created a viral campaign to spread this message. We invented "Martin G.": a German husband who took "splitting" up with his wife literally. He cut the entire household in halves and sold his parts on eBay: a sofa, a bike, a teddy bear, their car and much more. To promote his auctions, "Martin" also put a revenge video for his ex on YouTube, showing him cutting the items and sarcastically thanking his ex for "12 beautiful years." After the story of the crazy German had gone viral all over the world and the video on YouTube had reached more than 6 million views, we revealed ourselves and let couples now: Take precautions or you could end up worse than Martin G. |
