STORE+ - SELLING STORIES OF HOPE by Leo Burnett Iberia Madrid for Spanish Red Cross

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STORE+ - SELLING STORIES OF HOPE

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Portugal
Agency Leo Burnett Iberia Madrid
Director André Cruz
Creative Director Óscar López-Sáinz, Erick Rosa, Renato Lopes, Daniel Palma
Art Director Nicoles Chauvin, Julita Pequeno, Cova Díaz, Emilia Bertola, Renato Lopes, Daniel Palma, Seve Ruiz
Copywriter Fernando Martínez, Óscar López-Sáinz, Erick Rosa
Client Service Director Clara Marchan, Ana Paula Lopes De Figueiredo
Producer Luiz Antonio Junior, Cristina Almeida, Rui Caracol, António Franca, Natacha Martín
Released December 2009

Credits & Description

Category: Books
Advertiser: PORTUGUESE RED CROSS/SPANISH RED CROSS
Product/Service: RED CROSS
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 Iberia)
Account Director/Public Relations: Inês Almeida/Marta Guimarães/Maria Fernandez (Leo Burnett Iberia)
Account Executive: Renata Ferreira (Leo Burnett Iberia)
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 Iberia)
Art Directors: Renato Lopes/Daniel Palma/Julita Pequeño/Seve Ruiz/Emilia Bertola/Cova Diaz/Nico (Leo Burnett Iberia)
Illustrations: Thiago Arrighi/Renato Lopes/Alessia Federici/Julita Pequeño/Seve Ruiz/Emilia Ber (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 Iberia)
Production Director/Spots TV Producer: Cristina Almeida (Leo Burnett Iberia)
Producers: Cristina Almeida/António Franca/António Junior/Rui Caracol/Natacha Martin (Leo Burnett Iberia/Mastershot)
Video Producer: Hugo Lage/Ricardo Costa (Leo Burnett Iberia/Mastershot)
Digital Producers: Rodrigo Barona/Mónica Rocha/Fred Bosch (Leo Burnett Iberia)
Film Production Company/Sound Production Company/Music: (Garage Films/Indigo Sound/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

Describe the challenges and key objectives
Last year we sold a product you could not see or touch but feel. This year we sold a product you could not see but 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 (Ex.: The Child that Learned to Smile.) And anyone who bought Hope in the form of these books contributed to our objective. To make these stories come true.

Describe the brief from the client
After last year's success the Store+ that sells Hope needed to evolve. We needed a new concept, a new package. It also got bigger. This year it wouldn't happen just in Lisbon, but also in Madrid.

Describe how you arrived at the final design
We had to find the perfect balance between a bookstore and a place where you make donations. A shop that is not exactly a shop, but a place where you'll learn about other people's necessites and help them overcome them.

Give some indication of how successful the outcome was in the market
We were able to gather an even greater number of people at the opening than last year's. As a return on investment, one can say that just by the public flow and the number of times it was mentioned in the media, this idea was once again very cost effective.