Cut The Drama

Background

The Museum of Broken Relationships in Zagreb was made of stories and objects belonging to them as the heritage behind broken love relationships. With a minimal budget, the task was to attract more Croatian journalists to talk about the Museum in the week before Valentine’s Day, a period when everyone talks about happy love stories.

Idea

Museum of Broken Relationships was dedicated to failed loves and what’s left behind. So on Valentine’s Day, the day when celebration of love is on its peek in most parts of the globe, we wanted to remind that not all love relationships last forever. One of the ways couples symbolically demonstrate their eternal love is to lock up their “love padlocks” on bridges and fences around the globe and throw away the key. The idea was to suggest to the ones whose love didn’t work out, to break their “love padlock” and set their hears and that location free from failed love and make room for new love. Huge bolt cutters were placed at “love padlocks” locations in Moscow, Baku, Vienna, Berlin, Hamburg, London, Antwerp, Zagreb, Drvenik (Croatian coast) and San Francisco, and the images from each city were shared via social channels by using the #cutthedrama hashtag the entire day, in real time.

Results

All the most important media outlets in Croatia covered the story. There were 43 articles/mentions in the media including every national newspaper, most news portals and relevant national TV stations in their prime time. The national TV station even had live reporting on location in Zagreb. There were even a few mentions in other countries even though they didn’t have the budget to hire a PR agency abroad.