MUSEUM OF BROKEN RELATIONSHIPS. PASO DE LOS TOROS.
Paso de los Toros is part of PepsiCo's beverage portfolio and is 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.
Public collection points and The Dumped Truck transformed letting go from a message into an action.
At BBDO Argentina, I helped develop the campaign as a coherent system rather than a collection of separate executions. Across films, social content, the invitation, collection points and the exhibition itself, every element carried the same narrative.
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.
The brand created the frame. The public created the work.
Eighty thousand people visited the exhibition, placing it among the three most visited exhibitions in Argentina that year.
That same way of working still defines my practice today: identifying the cultural tension, framing it clearly and carrying one coherent narrative across every expression.
