We designed two different mailings for male and female media planners and journalists, inserted in a heart-shaped black box.OUTSIDE:“ON FEBRUARY 14TH, SPEND A NIGHT OF ACTION AND SUSPENSE WITH YOUR PARTNER.” INSIDE:MENThey found a single woman’s earring and a message: “LEAVE THIS EARRING BELONGING TO ANOTHER WOMAN ON YOUR WIFE´S/ PARTNER´S BEDTABLE” WOMEN:They found a single man´s cuff link and a message: “LEAVE THIS CUFF LINK BELONGING TO ANOTHER MAN ON YOUR HUSBAND´S/PARTNER´S BEDTABLE.” Both were informed of the special TV schedule designed by Calle 13 for Valentine’s Day.

- The Valentines Day special TV schedule was the leader amongst the thematic channels and got a 15,4% increase.- We received a huge number of congratulations from the recipients – journalists and media planners.

- According to Anuncios: “As expected, Calle 13 celebrated Valentine’s Day in a very particular way…black humor at its best.”