Beneficent Institution's Winter Campaign & Shopping Villa Lobos: The Empty Shop

This case study explains how the Brazilian government and shopping mall Villa Lobos found a new way to encourage people to donate clothes: the empty shop.

Beneficent Institution's Winter Campaign & Shopping Villa Lobos: The Empty Shop

Loducca, São Paulo

Welcome to the empty shop

This case is filled with paradigm shifts, subversions and contradictions.

The first of them is the challenge itself: a winter clothes donation drive in Brazil. Winter in Brazil?

It may not seem so, but even in a tropical country like Brazil winter can get pretty cold in some cities and people literally freeze to death, year after year. Only in the last year, 130 people died.

This case tells the story of how we completely subverted – on so many levels...

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