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. Instead of just supporting causes in the name of good: what if we supported causes based on our ex’s red flags? I called it: Revenge Giving.

After briefing our creative team on the assignment, I worked with our performance marketing team to purchase digital ad space in a place known for love (and 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 ex. We then used geo-fencing and retargeting to reach those same people again on their social media feeds.