Ejercito De Salvacion Print SR. AMOR 2011 by J. Walter Thompson Buenos Aires

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SR. AMOR 2011

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Industry Charities, Foundations, Volunteers, Government & Other Authorities
Media Print, Magazine & Newspaper
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Ariel Abadi, Joaquín Ares
Art Director Juan Ignacio Peirano
Producer Alexia Olmo, Laura Martinez
Account Supervisor Marcos Rico
Released November 2011

Credits & Description

Category: Charities
Product/Service: SR. AMOR
Executive Creative Director: Gonzalo Vecino (JWT)
Executive Creative Director: Pablo Alvarez Travieso (JWT)
Creative Director: Ariel Abadi (JWT)
Art Director: Juan Ignacio Peirano (JWT)
Account Supervisor: Marcos Rico (JWT)
Account Manager: Carlos Besse (JWT)
Account Assistant: Leonel Ventura (JWT)
General Producer: Federico Videtta (JWT)
Producer: Laura Martinez/Alexia Olmo (JWT)
Client: Miguel del Bello (Ejercito de Salvacion)
Media placement: Event - La Rural - 16 November 2011

Describe the objective of the promotion.
In Argentina 2010, the Salvation Army was virtually unknown by the majority of the youth. To reach them, we created a sub-brand: Sr. Amor, which through fashion, design and music, worked as a medium itself. The most prestigious fashion designers were called –starting from the clothes donated to the Salvation Army– to create the first collection of Sr. Amor, presented to over 1,500 youths. In 2011, we wanted to demonstrate donated clothes were not the only things that could be recycled, someone could give a new use to all kinds of donations.

Describe how the promotion developed from concept to implementation.
In 2010, the Salvation Army launched Sr. Amor, a Fashion brand to generate solidarity awareness in the youth. In 2011, we demonstrated clothes were not the only donations that could be recycled and that someone could give a new use to all kinds of donations. We called 6 movie directors and 6 fashion designers, who created short films starting from a dress, an object, and a book found at the stores of the Salvation Army. The short films were premièred at a special event that included the fashion parade of the 2011 collection of Sr. Amor.

Explain why the method of promotion was most relevant to the product or service.
Sr. Amor demonstrated that donated clothes are not the only things that can be recycled; someone can give a new use to all kinds of donations. At the same time, with the short films, new content was generated seen by the youth at the main event, as well as at the main movie theatres, next to their favourite films. By transforming the donations into stories, Sr. Amor found a new way to continue issuing its message and create solidarity awareness in the youth.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The short films were premièred at a special event that gathered over 2,500 spectators. The event was covered by specialised press and by the most prestigious journals nationwide.
As a result, the Salvation Army doubled the number of units collecting the donations, tripled the calls received to make donations; 30% traffic increase at the SA stores. And the most important data: 70% of their audience is younger.