Till Death Do Us Part

Creative idea

In marriage, control and jealousy are often disguised as love, allowing early signs of abuse to go unrecognized. We turned the ultimate symbol of marriage - the white wedding dress - into a black warning. Under the line “Till Death Do Us Part,” black wedding dresses appeared across eight Balkan capitals, through public performances, Belgrade Fashion Week, OOH and digital. The symbol of love became a visual reminder to stop and look closer: before saying “I do”, recognise the behaviours that can signal abuse. From fashion, the campaign led audiences to educational content about recognising abuse, supporting women at risk and accessing help via SOS channels.

Brand name: Autonomous Women’s Center
Advertiser / client: Autonomous Women’s Center
Product / service: Women’s Rights and Femicide Prevention
Campaign name: Till Death Do Us Part
Agency network: McCann
Agency: McCann Beograd
Media agency: UM Beograd
Web address: https://www.instagram.com/reel/DQwc6CFjLJ4/?stkn=dDR1eWhpdWgwZGsw
Agency chief executive officer: Radojka Boskovic
Chief creative officer: Jana Savic Rastovac
Executive creative director: Jana Savic Rastovac
Creative director: Jovana Bradas
Art director: Lidija Milovanovic
Copywriter: Vladimir Kondzulovic
Designer: Iva Zavisin
Account director (agency): Magdalena Stanic
Client account director: Lola Agius
Media director: Aleksandar Djordjevic
Additional company: McCann Ljubljana, McCann Zagreb, McCann Sarajevo, McCann Podgorica, McCann Skoplje, McCann Tirana, UM Beograd, UM Sofia, UM Zagreb, UM Sarajevo, UM Podgorica, UM Tirana, UM Skoplje, Two Rivers, AMA Group