Never Liked It Anyway

Hook-up apps are everywhere, Tinder, Grindr, Happn and others have made the online dating industry worth $2.5 billion. But when a swipe right doesn’t end happily ever after there are few offerings for the aftermath. The online break-up industry is sadly lacking.

Enter Never Liked It Anyway, a start-up that acts as an Ebay for break-ups by allowing people to sell romantic gifts that have been soured by separation. Since its launch in 2011, users have been posting their break-up stories with products on Never Liked It Anyway, listing everything from unworn wedding dresses to glass penguins.

To coincide with the rebrand of the company, Naresh Ramchandani and team have created a short film to advertise its services by taking viewers through the true journey of a dress that was listed on the site after a relationship ended in tragic-comic circumstances. The film charts the narrative arc of a real relationship that went from early romance to sordid sexting of unwanted phallic selfies and inevitable break up.

To visualise the narrative, Ramchandani and team created an Instagram image for each beat of the story, playing on the app’s use as a defacto photo album for 21st century couples.

“It is always a pleasure to help entrepreneurs, especially ones with such brilliantly observed business ideas,” says Ramchandani. “The story we found was both true and entertaining and that combination makes the best kind of advertising.”

“The Pentagram team have created a provocative, playful and sassy video to showcase both Never Liked It Anyway’s attitude and functionality,” says Bella Acton, founder of Never Liked It Anyway. “My brief to the team was wide open, and they came back with a concept wittier, sharper and with more irreverent than I could have hoped for. This coincided with the rebrand and has been a powerful way to make people reappraise us, and look to us as category disruptors.”

See Never Liked It’s Anyway’s revamped website here.