This Valentine’s Day in several cities around the world huge bolt cutters were installed for cutting off the love padlocks. It was part of a global campaign Cut the Drama devised by Bruketa&Žinić OM for Museum of Broken Relationships from Zagreb.
In accordance with its mission to find a home for the heritage of broken love relationships, the Museum wishes to encourage everyone who broke up to also cut off their love padlocks and set their heart free symbolically, and at the same time physically unburden the bridges and other love padlocks carriers for new happy love relationships.
The bolt cutters have been installed on the same day in Moscow, Vienna, Berlin, Hamburg, London, Antwerp, Zagreb, Drvenik (Croatian coast) and San Francisco. Symbolically on the day of love celebration, the Museum wanted to send out a global invitation to creatively break bonds with the infamous love past.
The broken padlocks and stories behind them will find their home in the Museum of Broken Relationships, if their owners decide to share their experience by donating the padlock via brokenships.com.
Even though the initiative started on Valentine’s Day, its goal is to raise awareness and invite people to break their love padlocks even after Valentine’s Day and send them to the Museum if they want. The initiative can be followed via social networks by using the hashtag #cutthedrama.
The campaign is supported by Hirschen Group in Germany, Bruketa&Žinić OM Wien and other local partners.
Museum of Broken Relationships / Dražen Grubišić, Olinka Vištica, Marija Curić, Nikolina Vulić
Bruketa&Žinić OM / Nikola Žinić (Creative Director), Maja Gilja (Account Executive), Zrinka Požar (Account Assistant), Jelena Mihelčić (Press Relations for Croatia), Vanja Činić (Copywriter), Damir Mazinjanin (Designer), Vesna Đurašin (Production Manager)
Drago Mlakar (Copywriter)
Bruketa&Žinić OM Wien / Tanja Škorić (Creative Director), Karo Suder (Account Manager)
Brlog / Nikola Žinić (Creative Director), Srđan Laterza (Copywriter, Content Manager), Jasna Manzoni (Project Manager), Sandro Dujmenović (Art Director)
Domagoj Kunić (Photographer, Zagreb)
Nada Kosović (Photographer, Drvenik)