Morumbishopping Design & Branding RECYCLED FASHION SPRING LAUNCH CAMPAIGN by Leo Burnett Tailor Made Sao Paulo

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Renato Butori
Copywriter Mario Augusto Cintra
Producer Renato Frey, Natalie Bursztyn
Photographer Gustavo Zylbersztajn
Released October 2009

Credits & Description

Category: Posters
Product/Service: SHOPPING MALL
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Renato Butori (Leo Burnett Brasil)
Copywriter: Mário Cintra (Leo Burnett Brasil)
Art Buyer: Stella Crippa (Leo Burnett Brasil)
Producer: Renato Frey (Leo Burnett Brasil)
Producer: Natalie Bursztyn (Leo Burnett Brasil)
Accounting Director: Renato Broggin (Leo Burnett Brasil)
Accounting Executive: Gabriela Yamamoto (Leo Burnett Brasil)
Planning Vice President: Ana Paula Cortat (Leo Burnett Brasil)
Planning Director: Amanda Felício (Leo Burnett Brasil)
Planning Manager: Sara Silva (Leo Burnett Brasil)
Media Director: Ana Baraldi (Leo Burnett Brasil)
Media Planner: Andressa Lechugo (Leo Burnett Brasil)
Photographer: Gustavo Zylbersztajn
Graphic Producer: Fernanda Vanzelli (Leo Burnett Brasil)
Media placement: Temporary exhibition - MorumbiShopping Mall - 25 Sep 2009/ two weeks

Describe the challenges and key objectives
To promote this such an innovative idea as the Recycled Fashion Project, we needed some innovative material to engage the mall’s clients into it, so they would participate and donate their used clothes, which were essential for the project’s development.

Describe the brief from the client
We needed to promote MorumbiShopping Mall’s Recycled Fashion Project, an idea we created for the mall. The project worked like this: first, the mall asked for clothing donation. Then, these clothes were completely remade by seamstresses from a poor community under the orientation of Brazil’s greatest fashion designer in a glass atelier built inside the mall. Finally, the now recycled clothes were exposed in the Recycled Fashion Exhibit and then donated to a poor community.

Describe how you arrived at the final design
We created posters 100% made of leftovers from the work at the atelier. So, these exclusive and unique posters were also made of donated clothes. The cloth posters were placed inside the mall to attract the customer’s attention for the Recycled Fashion Project. You can spot actual parts of clothes in the posters, like a whole pocket, a zipper and lots of T-shirt designs combined to create the final design of the posters.

Give some indication of how successful the outcome was in the market
The posters were very effective: the mall received more than 3000 donated clothes. So, the posters accomplished their goal, which was to engage the public into the Recycled Fashion Project. Besides, the posters turned out to be so cool that they were also exposed at the Recycled Fashion Exhibit where the recycled clothes were shown.