VillaLobos Mall Clothing Drive: A Loja Vazia/The Empty Shop
Agency: Loducca São PauloAdvertiser: Shopping VillaLobosBrand: VillaLobosCountry: USA
Objectives
REINVENTING AN ICONIC RITUAL
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. For this reason, since the 50's, there is a clothes donation campaign, created by Sao Paulo State's Government, called The Annual Winter Clothing Drive.
The inner works are simple: big cardboard boxes with the campaign logo are placed in public...