The big idea.

After a break-up, you might want to “get even” with your ex. but why not do something good instead? On valentine’s Day, we asked consumers to support causes their exes would have hated.

Using humor and word-play, I constructed a campaign that pushed the limits of what people assumed GoFundMe could be used for. After briefing our creative team on the assignment, I worked with our performance marketing team to purchase OOH space in a place known for love (as well as breakups, too)—Las Vegas, NV.

Our billboards asked people to scan a QR code where they could then browse a diverse range of causes to support, all in the name of their terrible ex. We then used geo-fencing and retargeting to reach those same people again on their social media feeds.