This new app may seem a bit trivial to some, but to those who have just been dumped it’s a vital tool...it’s also a great example of a brand creating content cleverly targeted at their audience.

The app, created by DDB Brazil for soft drink brand Guaraná Antarctica, aims to prevent the heartbroken from calling the one that broke their heart, the ex. The user begins by blocking the ex’s number in their phone, and selecting close friends to keep an eye out. If the user tries to call the ‘ex’, the app alerts the selected friends instead contact details instead. If the user declines the support and continues onto calling the ex, a message is posted on the offenders Facebook wall highlighting the moment of weakness.

Check out the video below