Ami Alush
CCO at Leo Burnett
Tel Aviv, Israel
TitleDonate With Style
Campaign Donate With Style
Advertiser Shorashim Group
Brand Shorashim Group
Date of First Broadcast/Publication
Business Sector Charities, Foundations, Volunteers
Tagline Roots, second hand fashion
Story In Israel there are thousand of elderly people who don’t have anything to eat. And there are thousands of youngsters who don’t really care, but who love vintage clothes. So McCann, Tel Aviv found a way to combines these 2: ‘Donate with style’ where old clothers were transformed into stylish vintage clothers for the youngsters.. 
Philosophy We approacged our young audience with something they do care about - second hand fashion. We asked elderly people from Shorashim Group for clothes they don't need anymore, gave them a little touch up, and created a new vintage fashion brand - Roots.The brand was promoted on nation-wide media and the items were sold in an online store and in local vintage shops, with all the proceeds going back to Shorashim. 
Problem Diffuclt to bridge the gap between Shorashim - an organization that supports elderly people in need - and young people who usually don't care about those elderly people. 
Result The brand caught fire in local media and the 2013 collection was sold out in less than a week, raising enough money for 1,400 holiday meals for the people of Shorashim Group. Moreover, a new donations platform was created for years to come. 
Media Type Case Study
VP Creative
VP Creative
Art Director

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