FEDERICO ZAMPONI
MUSEUM OF BROKEN RELATIONSHIPS
Paso de los Toros is a heritage brand from Uruguay, part of PepsiCo's beverage portfolio and known for its bitter taste and irreverent view of relationships.
For Valentine's Day in Argentina, the opportunity was to invert the category's familiar script. Instead of celebrating romance, the brand spoke to those ready to leave it behind.
The campaign invited people to donate the objects left behind by past relationships. Giving them up was not simply a way to participate. It was the first act in the story.
More than 1,500 objects were donated, becoming the heart of Argentina's first edition of the Museum of Broken Relationships, originally created in Croatia. Its founders, Olinka Vištica and Dražen Grubišić, traveled to Buenos Aires to curate the exhibition.
Private pain became a shared cultural experience.
The brand created the frame. The public created the work.
Each object held a different memory. Together, they made visible something almost everyone recognizes: the weight of what we keep and the relief of what we release.
Eighty thousand people visited the exhibition, placing it among the three most visited exhibitions in Argentina that year.
Across films, public collection points, social content, the invitation, and the exhibition itself, every element turned the same idea into action.
Letting go was not only what the campaign said. It was what the campaign asked people to do.
