Comunidade Vida e Paz DM 365 - A Brand Against Indifference, 1 by Leo Burnett Lisbon

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365 - A Brand Against Indifference, 1

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Industry Apparel & Accessories Stores
Media Direct marketing
Market Portugal, Africa, Middle East
Agency Leo Burnett Lisbon
Released March 2016


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Credits & Description

Category: Retail
Media: Print, Online, OOH, Point of Sale (POS)
Agency: Leo Burnett Lisboa
Client: Comunidade Vida e Paz
Brand: Comunidade Vida e Paz
Company: Leo Burnett Lisboa, Lisbon
Target: Portugal · Europe, Middle East & Africa
Features: Pages, Local Awareness
Language: Portuguese (Portugal)
Objectives: Awareness, Direct Response
Tags: Retail, Europe, Middle East & Africa, Portuguese (Portugal), Pages, Local Awareness, Awareness, Direct Response, Print, Online, OOH, Point Of Sale (POS)  
Campaign Description
The one night everybody stayed out late,
we launched a brand to help those who stay out all year.
Inspired by the number of nights that many homeless stay out on the streets, we brought to life a new urban wear brand, to be launched on Lisbon’s edition of Vogue Fashion’s Night Out: the 365. On the previous weeks, celebrities helped us to get it known. And on the big night, we finally revealed that the 365 urban wear was, in fact, the 365 nights out. More than a fashion brand, it was a brand against indifference, by the NGO Comunidade Vida e Paz.
Campaign Goals
Facebook played a key role to launch the 365 brand. Through its own fanpage and endorsers posts, we prepared and staged the opening during Vogue's Fashion Night Out. And afterwards, it's was also important to reveal the true nature of 365 to everyone who didn't attend the VFNO and the general public.
Campaign Performance
Through each donation, we turned a night out into a night in for the homeless in one of the Therapeutic and Reintegration Centres of Comunidade Vida e Paz.