No one gets into a new relationship thinking about the moment they will break up. Despite people dreaming of happy endings, there are cases in which breakups do happen. In fact, many countries around the world have seen huge rises in divorce rates since 2020, with the pandemic accelerating this phenomenon. Argentina is no stranger to these rates, as the country has experienced a divorce pandemic as well. So, when two people don’t get along anymore and the split happens, the best thing for the two partners is to find a way to make the separation process as friendlier as possible.
Growing housing costs keep young people together even after a breakup because they can’t afford a place of their own. When one of them is finally able to move out, another issue arises: Dividing of the belongings which, in many cases, can generate even more conflict. To help people break up in amicable terms and promote a harmonious way to divide things, the Argentinian furniture brand FC Home & Deco launches a new range of furniture, with products specially adapted to today’s post-pandemic divorce boom.
Developed with the help of Wunderman Thompson Lima and a team of architects, industrial designers, decorators, and interior designers, the “Friendly Breakup Collection” gets born, a line of furniture items that are set to make the separation process easier. The brand, a Fontenla company, built the collection having those who are getting through a divorce or breakup in mind, adapting its products not to spaces but rather to people.
“The Friendly Breakup Collection includes furniture conceived as a unit but that can be divided into two, maintaining the initial aesthetics and utility, thus, facilitating the division of material goods,” explains Federico Fontenla, President of Fontenla group, behind FC Home & Deco.
Fontenla is known for its avant-garde and prestigious designers, and for decorating and restoring important buildings in the Latin American country. “This is a collection that allows you to start over and move with a part of the original piece of furniture but at the same time looks complete and can still be enjoyed. A simple but innovative idea that meant a lot of time, dedication, and a great challenge from design and functionality point of view,” continues the president.
The items in the collection are named after celebrity breakups: There is the BradIston Sofa, GarnAfleck rug, DemiLlis coffee table, CruisMan bookcase, KanyDashian table, and the LuisCarey painting.
Each of these items was created to be used as a larger piece or as two smaller units. They work great together but they can fit in any other room even if they are split apart without making one suspect that something is missing from the picture. The idea behind the campaign is to give anyone an equal share — whether they are breaking up or moving out — so that each partner can keep their favorite part.
“It has been incredible to co-create this collection with the FC team, who have understood people very well and have been able to adapt to their different lifestyles,” add Bruno Reggiardo, Executive Creative Director Wunderman Thompson Lima and Augusto Landauro Head of Content Wunderman Thompson Latam. “Of course, no one starts a relationship thinking about splitting up, but it does happen. That’s why Friendly Breakup Collection seeks to make those separations more friendly and practical.”
The collection is available for people in the country at the brand’s website and in store, at their flagship outlet in Buenos Aires. Additionally, to make things even easier for those who live with friends, FC Home & Deco gives these customers the possibility to use two separate payment methods when purchasing their products. Also, new designs will be added to the collection following a social media campaign that asks the audience to come up with other names.
Credits:
Client: FC Home & Deco
FC home & Deco
General Director COO: Federico Fontenla
General Director COO: Fernando Fontenla
CEO: Roberto Fontenla
Marketing Manager: Alejandra Arboleya
Manager: Javier Carolini
Designer Opuesto Estudio: Sabrina Almaluez
Designer Opuesto Estudio: Victor Herrero Miranda
Agency: Wunderman Thompson Lima
Wunderman Thompson Peru
Global Chief Creative Officer: Bas Korsten / Daniel Bonner
Latam Chief Creative Officer: Dany Minaker / Sebastián “Patán” Tarazaga.
CEO: Paul Thorndike
Creative VP: Jose Aburto
Executive Creative Director: Bruno Reggiardo
Creative Director: Diego Figueroa
Latam Chief Content Officer: Augusto Landauro
Art Director(s): Julio Silva, Nonoy Perez, Diego Izquierdo
Copywriter(s): Militza Quispe
3D: Ricardo Villar
Social Media Supervisor: Caribe Alva
Account Service Manager: Carlos Bernal
Assistant Account Service Manager: Vera Cortez
Head of Production WT Peru: Sergio Barrio
Head of Production WT Latam: Rodrigo Sanchez
Postproduction: Mario Suarez
Production Company
Production Company & City: Ladoble
Director: Martin Donozo, Seba Mega
CEO: José Arnal
General Manager: Adrián Aspani
Executive Producer (Production Co.): Vero Pascual
Production Coordinator: Lua Carbajal
Producer (Production Co.): Patricio Lladós
Director of Photography: Nicolás Trovato
Postproduction Company & City: Ladoble
Postproduction Supervisor: Luis Staffolani
Editor: Facundo Junquet
Music Company & City: Perra Music & Sound
Composer: Jonathan Gejtman
Visual Effects Company & City: Ladoble
Visual Effects Editor: Soledad García