VillaLobos Mall Clothing Drive: A Loja Vazia/The Empty Shop

Agency: Loducca São Paulo
Advertiser: Shopping VillaLobos
Brand: VillaLobos
Country: 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 schools and companies that associate with the cause, people drop off their donations in them and the campaign staff collects them periodically.

So, our first objective was avoid these usual donations drop boxes and promote a new way of collecting donations for the 2013 Winter Clothing Drive of VillaLobos Mall, one of the biggest shopping centers of BR Malls Group.