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A LOJA VAZIA

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:Brazil
Style: Minimalism
descriptioncnen
Brief Explanation
For many years, the winter clothing donation drive uses the same strategy: spread donation boxes all over the city to collect clothes. But, how can we represent the lack of clothes and ask for donations in a different way?

Describe the brief from the client
Brazil is a tropical country but São Paulo gets pretty cold during the winter. So, can we avoid the usual donations drop boxes and promote the annual Winter Clothing Drive?

Design Process
Empty hangers, empty shelves, empty windows in a transparent shop with no roof so everyone from anywhere in the shopping mall could see that the store was empty an in need of donations.

Results
With only a free space and literally an empty shop, VillaLobos mall managed to collect 3.2 tons of clothes and help thousands of people in need.

The Governor of the State of São Paulo and other Brazilian personalities like footballer Neymar (with 15MM followers online) got involved and caught the media’s attention.

Other malls have shown interest in implementing the idea in their countries.
So, we’re turning it into an open source project. This means that the shop blueprint, the key visuals and the communication kits are going to be made available for free to anyone to spread goodwill.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Design:
Account Supervisor:
Producer:
Other credit:Head Of Design: Gustavo De Lacerda
Client Services Director: Fernão Cosi
Account Group Director: Fabiane Veiga
Media Director: Rodrigo Tamer
Planner Vp: Ken Fujioka
Planner Director: Daniel De Tomazo
awards
Cannes Lions International Festival of Creativity 2013
Gold Design
Temporary Retail
Cannes Lions International Festival of Creativity 2013
Bronze Media
Best Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2013
Bronze Promo
Charities
London International Advertising Awards 2013
Bronze Design
Environmental Installations/Displays - Temporary
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