Project Outcome

Context

Despite Brazil being a tropical country, in some cities, such as São Paulo, the winter is quite severe and gets pretty cold during 3 months per year: from June to August.

Idea

For this reason, since the 50’s, there is a clothes donation campaign, created by São Paulo State’s Government, called The Annual Winter Clothing Drive. Why not reverse this cause, reversing the idea of donation?

“Usually, shoppers walk in the mall carrying no bags and leave the mall with lots of bags, right?”

RoleExecutive Creative Director, Loducca

Credits

Guga Ketzer, Cássio Moron, Fabio Saboya, Sergio Mugnaini, Fabio Saboya, Marcelo Rosa, Raphael Franzini, Weber Luiz de Andrade, Eduardo Tallia, Alexandre Amaral, Gustavo de Lacerda, Eduardo Tallia, Gustavo de Lacerda, Rafael Avila, Gabriel Abbrucio, Ken Fujioka, Daniel de Tomazo, André Troster, Fernão Cosi, Fabiane Veiga, Tatiana Moliterno, Renato Nose, Isabella Motta, Gabriela Ruffo, Rodrigo Tamer, Leandro Otsuka, Natália Oliveira, Thiago Ribeiro, José Carlos de Melo, Ana Luisa Andre, Indaiara Pelizario, O2 Filmes, Quico Meirelles, Cauê Laratta, Pedro Moscalcoff, Ana Luisa André, Sid Fernandes, Saulo Simão, Tentáculo, Marcus Vinicius Borja, Roberta Naveiro Garcia, Marcela Massetto Castellano, Caroline Cuschnir, Daniela Meirelles Pimenta, Renato Salzano

Awards

Gold, Cannes Lions, France, Outdoor Category. Bronze, Cannes Lions, France, Cyber Category. Silver Effie Awards, Nonprofit Category. Best use of Outdoor Media, Maximedia. In Book, CCSP, Integrated Category (Estrela Preta). Bronze, Colunistas, Brazil, Promo Category.

They actually took a really good idea and they built it, but they didn't stop there. They then built an entire toolkit to franchise this idea out anywhere in the world.

JOEL LUNENFELDVP Global Brand Strategy_Twitter