Wedding Republic teases with ghastly gifts

A campaign from Saatchi & Saatchi celebrates shitty wedding gifts.

Saatchi & Saatchi in Toronto came up with a killer way to create buzz for Wedding Republic, a startup aiming to transform wedding registries online: a teaser campaign that celebrates shitty wedding gifts.
Shittyweddinggifts.com pays tribute to terrible presents given to unsuspecting couples on their special day. Set amid an overly romantic wedding invitation-style backdrop, the site opens on two love birds that swoop in to perch on a scrolling bar of atrocious matrimonial alms, periodically shitting upon it. Those victimized by shitty gifts can, under the veil of an alias, share their tale of wedding woe and have it rated: one to five shits.
“Curating an online bazaar of shitty wedding gifts just seemed like a really interesting thing to do because of the universality of it,” says Brian Sheppard, co-executive CD, Saatchi & Saatchi. “These stories are the sort of thing people would want to share.”
Wedding Republic will offer a new gift-giving model: a cash registry. It enables couples to choose their own gifts and have guests chip in by buying shares of a puzzle-like visualization of the dream presents.
The site is being promoted through blogger relations and viral videos on YouTube, and will remain unbranded until it receives enough traction, at which point it will direct visitors to Weddingrepublic.com, which is currently live in a beta version. Its hard launch, with branding care of Saatchi, will be at the end of December.