Salvation Army Design & Branding SR. AMOR: CLOTHES FACE by J. Walter Thompson Buenos Aires

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SR. AMOR: CLOTHES FACE

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Argentina
Agency J. Walter Thompson Buenos Aires
Director Kika Tarelli
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Ariel Abadi, Joaquín Ares
Art Director Sebastián Visco, Ezequiel Orlandi
Copywriter Damián Isaak
Designer Milagros Alberdi
Account Supervisor Marcos Rico, Ines De Azkue
Released June 2010

Awards

Cannes Lions 2011
Media Lions Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Category: Illustration
Advertiser: SALVATION ARMY
Product/Service: SALVATION ARMY
Agency: JWT ARGENTINA
Date of First Appearance: Jun 10 2010
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Pablo Alvarez Travieso Gonzalo Vecino (JWT)
Creative Director: Ariel Abadi (JWT)
Copywriter: Damián Isaak (JWT)
Art Director: Ezequiel Orlandi (JWT)
Director: Kika Tarelli (Bafweek)
Designer: Milagros Alberdi (JWT)
Account Supervisor: Marcos Rico (JWT)
Account Manager: Ines De Azkue (JWT)
Media placement: Billboards - Konex Cultural Center - June 2010
Describe the brief from the client
The Salvation Army was literally unknown by the youth, an important population of potential donors. The donations, later sold at their stores, are the main source of funds for the charity works of the Salvation Army. The challenge was creating a proposal to reach and attract the youths to make the Salvation Army and its solidarity works known, with a low budget.
Describe the challenges and key objectives
The lack of an adequate budget for a traditional campaign made us look for other communication alternatives to reach the target. We needed to attract their attention to make the Salvation Army and its solidarity works known, and create social awareness to achieve new donors.
Describe how you arrived at the final design
We created Sr. Amor, a sub brand of the Salvation Army, and chose fashion as one of its expressions to generate content. We called the top 5 fashion designers of the country and asked them to make a fashion collection with the garments donated to the Salvation Army. The process was shot in different supports and concluded with a presentation fashion show for over 2500 youths at the prestigious Konex Cultural Centre. The catalogue, shot by the most relevant fashion photographers of Argentina, was the invitation to the event and the presentation of Sr. Amor to the youth.
Give some indication of how successful the outcome was in the market
With Sr. Amor, the Salvation Army reached an audience it had never been able to reach before: the youth. The amount of donations increased. The stores marked a new sales record. The audience grew 30%. And the most important thing: 70% of their audience is younger.