Red Cross: "STORE+ STORIES OF HOPE" Promo / PR Ad by Leo Burnett Iberia

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: RED CROSS
Product/Service: FUNDRAISING STORE
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Client Service Director: Paula Lopes/Clara Marchan (Leo Burnett Lisboa/Leo Buernett Iberia)
Account Director: Inês Almeida/Marta Guimarães/Maria Fernandez (Leo Burnett Lisboa/Leo Burnett Iberia)
Account Executive: Renata Ferreira (Leo Burnett Lisboa)
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Creative Directors: Erick Rosa/Renato Lopes/Daniel Palma/Oscar Lopez-Sainz (Leo Burnett Lisboa/Leo Burnett Iberia)
Art Directors: Renato Lopes/Daniel Palma/Julita Pequeño/Seve Ruiz/Emilia Bertola/Cova Diaz/Nico (Leo Burnett Lisboa/Leo Burnett Iberia)
Illustrations: Thiago Arrighi/Renato Lopes/Alessia Federici/Julita Pequeño/Seve Ruiz/Emilia Ber (Leo Burnett Lisboa/Leo Burnett Iberia)
Photos: Claus Stellfeld (Garage Photo)
Photos: Julita Pequeño (Leo Burnett Iberia)
Images: (Corbis/Getty Image Corbis)
Copywriter: Erick Rosa/Oscar Lopez-Sainz/Fernando Martin (Leo Burnett Lisboa/Leo Burnett Iberia)
Production Director/Spots Tv Producer: Cristina Almeida (Leo Burnett Lisboa)
Producers: Cristina Almeida/António Franca/António Junior/Rui Caracol/Natacha Martin (Leo Burnett Lisboa/Leo Burnett Iberia)
Video Producer: Hugo Lage/Ricardo Costa (Leo Burnett Lisboa/Mastershot)
Digital Producers: Rodrigo Barona/Mónica Rocha/Fred Bosch (Leo Burnett Lisboa/Leo Burnett Iberia)
Film Production Company/Sound Production Company/Music: (Garage Films/Indigo Sounds/Library)
Director: André Cruz (Garage Films)
Executive Producer: Miguel Varela (Garage Films)
Voices Over: Paulo Pires/Alexandra Lencastre
Media placement: Integrated - TV,Radio,Ambient,Web,PR,Event - 10/12/2009

Results and Effectiveness
Both Stores were a success and helped the Red Cross write some of the happiest stories ever. The fact that books cater to our imagination gave us the perfect tool reach our audience in the Christmas season. Hope, as a product once again struck a chord with the public. And the Store that sells Hope, now in a new format showed to be an excellent and inspiring gift alternative this year.

Creative Execution
Last year we sold a product you could not see or touch but feel. This year we sold a product you could see but had to imagine. The Store looked like a replica of a bookstore. But with a twist: all the pages in every book were blank. And each book had an inspiring title directly related to a cause (E.g. The Child that Learnt to Smile) and anyone who bought hope in the form of these books contributed to turning these stories true.

Insights, Strategy & the Idea
After last year's success the Store+ that sells Hope evolved. A new concept, a new package. Hope again change the meaning of giving a gift. But this time in a completely different way. The objective was clear: help the Red Cross by getting donations for its main causes in Lisbon and Madrid. An alternative medium in every sense during one of the busies shopping seasons of the year, Christmas. Therefore a different and innovative medium was needed to stand out.