STORE LETTERS by Leo Burnett Iberia Madrid for Red Cross

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STORE LETTERS

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Erick Rosa, Renato Lopes, Fernando Duarte
Art Director Paco López
Copywriter Juan Pablo Christmann
Designer Juan Sevilla, Paco López, Dani Sáenz Y Beto Nahmad, Angel Morales
Released December 2009

Credits & Description

Category: Posters
Advertiser: RED CROSS PORTUGAL
Product/Service: RED CROSS PORTUGAL
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 15 2009 12:00AM
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Erick Rosa (Leo Burnett Iberia)
Creative Director: Renato Lopes (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Art Director: Dani Sáenz (Leo Burnett Iberia)
Art Director: Paco López (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Illustrator: Juan Sevilla (Leo Burnett Iberia)
Designer: Dani Sáenz (Leo Burnett Iberia)
Designer: Paco López (Leo Burnett Iberia)
Designer: Juan Sevilla (Leo Burnett Iberia)
Chief Producer: Cristina Almeida (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Temporary Exhibition - Store - 15/12/2009

Describe the challenges and key objectives
Get more people to come to the store this holiday season.

Describe the brief from the client
This year The Red Cross Store became a look-alike bookstore full of Stories of Hope. Stories that are not written yet. Because every page of the books are blank. And because with every help, these Hope Stories will come true.

Describe how you arrived at the final design
Special posters were designed in order to say with which letters these Stories of Hope should be written. H as in Hope, not Hate. O as in Optimism, not Oppresion. P as in Peace, not Pain. E as in Ecology not Emanations.

Give some indication of how successful the outcome was in the market
The attendance at the opening night of the Store doubled from last year and tons of media, press and celebrities came out to show their support.