A new way of collecting clothes for donation. The “Empty Shop” inspires a new mode of collection.

Clothes donations fill the “empty shop” by day, and are removed by night so a new batch of clothes can be collected.

Temperatures can drop quite low in winter in São Paulo- so a winter clothing collection drive was needed to gather donations and provide those in need with warm clothing. “The Empty Shop” was constructed in a Sao Paulo shopping centre. As the title suggest- the shop was completely empty bar hangers and mannequins. The idea was for people to drop by and hand in the clothes they were donating. To ensure only good quality clothing was donated- shop assistants dressed the mannequins in articles of clothing and created stylish and in-fashion looks; highlighting the fact articles donated had to be of a certain standard. Celebrities got involved and there was a huge response from local people- 3.2 tonnes of clothes were donated.
TitleThe Empty Shop
Title (original language)A Loja Vazia
Agency
Campaign The Empty Shop
Advertiser BRMalls
Brand Shopping VillaLobos

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