Brian, You About to Be Broke-Up

I met my girlfriend at work. We secretly dated (or at least we thought it was a secret) for about 3 months while working next to one another, until 4 weeks ago, when she decided to leave our advertising-like-agency in search of a design-like-studio. As great as it was having a shared secret and a shared love for our work, I must say its been nice for the both of us to finally have separated our personal and our professional lives. Besides the occasional gossip about my current, her former coworkers, the two sides of our lives have rarely crossed paths. Until last Friday.

A little context: A few weeks ago, on one of my typicality runs (typicality will be defined in an entry to come), a Max Rack postcard caught my attention. It was the only text-heavy card amongst the bunch. The headline read, "Dear ____, I'm breaking up with you because you..." The line was followed by a list of items, such as "fart loudly", "wear socks and sandals at the same time", and "high-five after everything". The dumper was supposed to check off their partner's short-comings, than fill in the "Have a nice life, signed _______" blank.

The post card was promoting a new show on Oh! called Breaking Up with Shannen Doherty."

I love this type of customizable, interactive advertising. (I know a few too many industry "don't say industry" buzz words. Hey, at least I left out strategic.) I thought dropping this card in my bag, bringing it to work and complaining "f**k I wish we thought of this idea" to my fellow creatives would be the last I'd ever see of this card. Until Friday night, when my girlfriend, you remember, the one who doesn't like advertising, handed one to me (checkboxes checked and all).

I'll admit it. I'll man up. The filled-in post card confirmed all of my insecurities. (I knew I called them "ta-tas", but the tank tops?) It also confirmed that work which doesn't force its advertiser's message down your throat, but rather invites you to interact and adapt its message to your lives, truly does break through. Click the thumbnail to see what I mean.

Comments

[Erick Peludo]

Mimi where are you?? Amazing
Mimi + lovelydesign oh yes!

[avisualperson]

rockwell for the items to be checkbox items. I happen to think it's a "handsome" typeface.

[mimster da teamster]

Who is this Mimi? Her work is fantastic and from the looks of the handwriting...she seems highly intelligent and beautiful.

anyways...

I was disappointed when I was only able to check off 7 out of maybe around 80 reasons. But lucky me, my honey bunny is a great bunny.

But to be serious- I love the idea of the card….love all the phrases (all valid reasons to beak up with someone) but come on! Who the hell picked the typeface? The shame…