| Title | The Warming Hanger |
| Agency | Mercury360 |
| Campaign | The Warming Hanger |
| Advertiser | SAMU Social |
| Brand | Samusocial |
| Date of First Broadcast/Publication | 2011 / 11 |
| Business Sector | Charities, Foundations, Volunteers |
| Tagline | The warming hanger |
| Story | Each winter hundreds of homeless people die of cold. This year, Samusocial came to us searching for a quick, inexpensive way to get help. The solution came as The warming hanger. In partner dry cleaners, customers received their clothes on a hanger which also displayed our message asking for clothes donations. People related with the homeless’ need for warm clothes and, by the means of the actual hanger they were holding, they found it easy to help. Their donations gave hundreds of homeless people a chance to survive this winter. |
| Philosophy | When times are tough, asking for money doesn’t come easily, so we had to think of an alternative. We partnered up with two dry cleaning chains and placed our clothes-donation pledge on hangers. When people picked up their clothes, they discovered our message which asked them to come back with an old coat for the homeless. |
| Problem | Each year hundreds of homeless people die of cold. With winter soon approaching and a budget close to zero, Samusocial needed a quick, inexpensive way to help them. |
| Result | With a total budget of 645,92euro the campaign had a total reach of 250.000 people. 90 bags of clothes were collected in less than two months and hundreds of homeless people received the help they needed this winter. |
| Media Type | Case Study |
| Copywriter | George Lupeanu |
| Copywriter | Ruxandra Papuc |
| Art Director | Daniel Strugariu |
| Creative Director | Ionut Rusu |
| Executive Creative Director | Liviu Turcanu |
More Work
SEE ALLThe Warming Hanger
- BRAND:
- Samusocial
- AGENCY:
- Mercury360
Headlight
- BRAND:
- Traffic Police Bucharest
- AGENCY:
- Mercury360
Car
- BRAND:
- Traffic Police Bucharest
- AGENCY:
- Mercury360
Stretcher
- BRAND:
- Traffic Police Bucharest
- AGENCY:
- Mercury360