How would you choose to break-up to avoid dispute, tears and confrontation? Would you do it through … Text message? Email? Or Weibo (China’s equivalent to Twitter)? These are just some ways we break-up in today’s digital and mobile society in China; which often leaves a bad after-taste when lovers take the easy way out of a relationship.

Haagen-Dazs, a brand representing LOVE, questioned modern day breaks-up during Mid-Autumn Festival, which happens in September, symbolizing the reunion and completion of love in China. Haagen-Dazs presents “因情圆缺” (which translates to Love Incomplete). A story of incompleteness, of how a couple fails to complete their love, using a ‘third-party’ to say their goodbyes, leaving the relationship hanging. A film without an ending was released online where viewers are invited to contribute an ending for the couple in the story. Of 25,000 submissions, 1 was selected and shot for the film’s ending.

The slide towards the end of the film without subtitles reads:

"Brought you by Haagen-Dazs icea cream"