This video showcases an innovative campaign, “The Broken Bride Registry,” created by Toronto ad agency UNION for Interval House, a center for abused women and children.

We’re taken to a registry booth at a bridal show that’s not what it seems. Instead of bed sheets and fine china, the registry is stocked with items such as cigarette burn cream, arm slings and untraceable cellphones. The booth comes alive when you scan these items, as they unlock a real-life story/video of domestic abuse. 

To raise awareness of intimate partner violence, Interval House is showcasing the Broken Bride Registry at Toronto’s Bridal Show, using real-life stories, provocative images and heartbreaking experiences to demonstrate that the honeymoon period can be the time when domestic abuse starts or escalates. Across Canada, more than 3,000 women and 2,900 dependent children use shelters to flee domestic abuse. Interval House has partnered with UNION to raise awareness of these statistics and to bring these devastating stories to life in an interactive booth that ultimately asks the bride-to-be to donate to Interval House.

Kat Webber directed the “Broken Bride” online video via production house HeydSaffer.

Credits

Client Interval House Agency UNION, Toronto Catherine Marcolin, EVP, managing director; Lance Martin, chief creative officer; Rica Eckersley, creative director/copywriter; Adam Thur, creative director/art director; Maxine Thomas, strategist; Jennifer Dark, VP, integrated production. Production HeydSaffer Kat Webber, director; Julian Peter, DP; Kevin Saffer, exec producer; Sarah Kravetz, line producer. Editorial Jackie Roda, editor. Postproduction Married to Giants Online Wingman VFX Sean Douglas, online artist. Color SIM Andrew Ross, colorist. Audio Berkeley Music Jared Kuemper, audio director.

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