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

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Industry Retail, Distribution & Rental companies, Apparel & Accessories Stores
Media Promo & PR
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: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: INSTITUTIONAL
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

Describe the objective of the promotion.
The brief was to find out an innovative way to communicate the arrival of the spring/summer collection at the stores of MorumbiShopping Mall, attracting more people to it. 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.

Describe how the promotion developed from concept to implementation.
First we asked our clients to donate to us the 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.
Then, the studio itself was recycled and turned into a special store where recycled
clothes were available for sale.

Explain why the method of promotion was most relevant to the product or service.
The promo was very effective for the mall because it engaged the consumer in every step of the process. First, the consumers brought the clothes to be recycled. Then, they watched live the clothes being recycled in the glass studio that we built inside the mall. Finally, they could buy the recycled clothes in the Pop Up Store. Besides attracting more people to the mall during the arrival of the spring/summer collection, the Recycled Fashion Project showed that fashion can also be an instrument to social transformation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Everybody involved in the Recycled Fashion Project came out a winner. The
community of Paraisópolis received all the proceeds from the store (R$ 10.000,00) and the whole structure used in the studio (R$ 86.000,00), the seamstresses had the chance to learn from a master MorumbiShopping 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.