Morumbishopping Promo, Case study POP UP STORE RECYCLED FASHION by Leo Burnett Tailor Made Sao Paulo

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Renato Butori
Copywriter Mario Augusto Cintra
Released August 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Aug 30 2010
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Director: Ruy Lindenberg (Leo Burnett)
Copywriter: Mário Cintra (Leo Burnett)
Art Director: Renato Butori (Leo Burnett)
Media placement: Print - Veja SP Magazine - 30/08/2010
Media placement: Poster - Morumbi shopping mall - 30/08/2010
Media placement: Ambient - Morumbi Shopping mall - 30/08/2010

Insights, Strategy & the Idea
The brief was to find out an innovative way to communicate the arrival of the spring/summer collection at the stores of MORUMBI SHOPPING Mall, attracting more people to it. The mall’s consumers love fashion and are very trendy, and that’s what they look for when they come to the mall. With that in mind, we decided to take advantage of the change in collections to ask a question to the mall’s customers: since you’re going to buy clothes for the new season, why not donate the ones you don’t use anymore to those in need? That’s how the Recycled Fashion Project was born.

Creative Execution
First we ran print ads and posters inside the mall asking for donated clothes that were just taking up space in the closet. Then we built a studio inside the mall where donated clothes went through a recycling process coordinated by Alexandre Herchcovitch - the biggest fashion designer in Brazil. To help Herchcovitch, we called the seamstresses from Paraisópolis, one of the poorest communities in São Paulo.
The donated clothes were turned into over 200 new and amazing pieces. The clothes even appeared in fashion magazines. Then, the studio itself was recycled and turned into a special store where recycled clothes were available for sale. At this point, new posters and banners were made to inform the opening of the Pop Up Store Recycled Fashion. This whole effort in multiple channels was crucial to turn the Recycled Fashion Project in a big success.

Results and Effectiveness
The Recycled Fashion Project ended up appearing in a lot of Brazilian magazines, websites and blogs. During the recycling, Alexandre Herchcovitch, the fashion designer involved in the project, updated the status of the process through his Twitter account. On top of that, the community of Paraisópolis received all the proceeds from the store and the whole structure used in the studio, the seamstresses had the chance to learn from a master MORUMBI SHOPPING had an influx of people and reinforced its image as fashion expert, the clients were able to help someone in need and several closets became more organized.