Roots Shorashim Ambient, Digital, Case study Donate with Style by McCann Tel Aviv

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Donate with Style

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Industry Apparel, Clothing & Footwear
Media Ambient, Digital, Interactive & Mobile, Case study
Market Israel
Agency McCann Tel Aviv
Art Director Nir Hersztadt
Copywriter Tal Schweiger
Released February 2013

Awards

Golden Drum 2013
Digital campaigns Digital campaigns Golden Drum
Direct campaigns Direct campaigns Golden Drum
Innovative campaigns Innovative campaigns Silver Drum

Credits & Description

Advertiser: SHORASHIM GROUP
Agency: McCANN ERICKSON ISRAEL, McCANN DIGITAL
Category: Charities
Advertising campaign: DONATE WITH STYLE
Copywriter: Tal Schweiger (McCann Digital)
Art Director: Nir Hersztadt (McCann Digital)
Vice President Creative: Nir Refuah (McCann Digital)
Vice President Creative: Ami Alush (McCann Digital)

Client Brief Or Objective
While every year hundreds of people donate to Shorashim Group - an organization that supports elderly people in need - there is a target audience that we never seem to be able to reach. So this year, we needed something that will persuade them to donate to this unrelatable cause.

Outcome
The brand sold out even faster then we thought. Within the first 3-4 days, 70% of the items were sold, and by the end of the week all of the items were gone.The brand story was brought to national attention by local media - TV shows, daily newspapers and fashion websites.The money raised from the sales provided for 1,400 holiday meals that were donated back to the elderly people of Shorashim Group.Most importantly - a new donation platform was created for years to come.

Execution
While every year hundreds of people donate to Shorashim Group, there is a target audience that we were never able to reach. So this year, we needed something that will persuade them. That thing was original vintage clothes. The vintage items were promoted not as a cause per se, but as a luxurious fashion brand. This way, young people were attracted to the brand and donated the money without even knowing.

Implementation
In order to get young people to donate to a cause they usually don't care about, we created an original vintage brand called "Roots", with clothes that the elderly people of Shorashim Group didn't need anymore. We made a fashion shoot with well-known models and divided the items between an online store and local vintage shops. Billboard, print ads and banners promoted the brand and invited fashion enthusiasts to buy those one-of-a-kind items. The money from the sales would then be donated back to Shorashim Group.