This campaign below was produced by Leo Burnett Lisboa a few years ago, and won just about every advertising award on the planet... The agency was asked by the Red Cross of Portugal to develop a postcard during the Christmas season soliciting donations for the amazing, underfunded work the Red Cross does all over the world. Rather than putting out a simple Christmas card, the agency created a physical retail store in a popular mall, and lined the shelves with 'products', giving people the opportunity to buy "hope." A signature retail experience is what distinguishes brands like Starbucks from any other cafe, and by turning the act of giving charity into a retail experience, LB/Lisboa changed way this organization worked. This Red Cross store is now a global franchise - they are opening worldwide, so that instead of donating money to an organization online, people can now walk into a shop in the mall and buy hope for people who need the Red Cross. Have a look at the case...
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