HUMAN CLOTHES HOOK by DraftFCB Vienna for Humana

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HUMAN CLOTHES HOOK

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Austria
Agency DraftFCB Vienna
Creative Director Patrik Partl, Phil Hewson
Art Director Romain Berthet
Copywriter Natalie Pillwatsch
Released April 2013

Credits & Description

Advertiser: HUMANA
Agency: DRAFTFCB PARTNERS
Category: Charities
Account Manager: Michael Mesaric (Draftfcb Vienna)
Account Manager: Nora Auersperg (Draftfcb Vienna)
Art Director: Romain Berthet (Draftfcb Vienna)
Creative Director: Patrik Partl (Draftfcb Vienna)
Copywriter: Natalie Pillwatsch (Draftfcb Vienna)
Creative Director: Phil Hewson (Draftfcb Vienna)
Graphic: Sabine Steinacher (Draftfcb Vienna)
Junior Art Director: Kerstin Frühwirth (Draftfcb Vienna)

Outcome
The response exceeded our expectations: Cooperating fashion stores asked for additional clothes hooks. HUMANA noticed 26% more donations within a three month period. So more people in need could be supported.

Client Brief Or Objective
Our task consisted of raising donations of used clothes for HUMANA.Target audience: Customers of selected fashion stores in Vienna and Graz.Strategy: Reminding people of donating their old clothes when buying new ones.

Execution
Our clothes hooks reached shoppers where they didn’t expect to be confronted with a call for donations – right in between the new collections of their favourite fashion shops. So the surprise factor in combination with locations directly related to the donating item was the perfect mix to get people to donate their used clothes.

Implementation
We designed special clothes hooks to remind shoppers of donating used clothes. As those clothes hooks have been placed throughout fashion stores in Vienna and Graz, a total rise of donations between 10 and 15% was expected for those cities