RECYCLED FASHION by Leo Burnett Tailor Made Sao Paulo for Morumbishopping

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RECYCLED FASHION

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Industry Department Stores & Shopping Malls
Media Promo & PR
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Renato Butori
Copywriter Mario Augusto Cintra
Producer Renato Frey, Natalie Bursztyn
Photographer Gustavo Zylbersztajn
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: MORUMBI SHOPPING
Product/Service: SHOPPING MALL
Agency: LEO BURNETT BRASIL
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Renato Butori (Leo Burnett Brasil)
Copywriter: Mário Cintra (Leo Burnett Brasil)
Accounting Director: Renato Broggin (Leo Burnett Brasil)
Accounting Executive: Gabriela Yamamoto (Leo Burnett Brasil)
Producer: Renato Frey (Leo Burnett Brasil)
Producer: Natalie Bursztyn (Leo Burnett Brasil)
Media Director: Ana Baraldi (Leo Burnett Brasil)
Media Supervisor: Andressa Lechugo (Leo Burnett Brasil)
Planning Vice President: Ana Paulo Cortat (Leo Burnett Brasil)
Planning Director: Amanda Felício (Leo Burnett Brasil)
Planning Manager: Sara Silva (Leo Burnett Brasil)
Graphic Producer: Fernanda Vanzelli (Leo Burnett Brasil)
Graphic Producer: Rafael Britzki (Leo Burnett Brasil)
Photographer: Gustavo Zylbersztajn
Media placement: Out of home Campaign - MorumbiShopping Mall - 18 Sep 2009

Describe the objective of the promotion.
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 the mall.

Describe how the promotion developed from concept to implementation
We decided to take advantage of the change in collections to ask a question to our 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? The Recycled Fashion Project was born.

Describe the success of the promotion with both client and consumer including some quantifiable results
All of those involved in the project gained at the end: The mall experienced an increase of 45% in the number of visitors in the mall, generating an increase of 20% in sales; The clients gained the chance of changing consumption habits and help those in need (and also got a great excuse to update their wardrobe); The poor community of Paraisopolis received the recycled clothes – which were sold at auction; The seamstresses gained experience working with a great stylist; Morumbi Shopping enhanced its image before its clients proving that fashion can be an instrument to social transformation.

Explain why the method of promotion was most relevant to the product or service
First, the mall asked for clothing donation. Then, these clothes were completely remade by seamstresses from a poor community under the orientation of Brazil’s greatest fashion designer in a glass atelier built inside the mall. Finally, the now recycled clothes were exposed in the Recycled Fashion Exhibit and then donated to a poor community. The customers felt engaged to the idea and followed closely every step of the project. The launch of the Recycled Fashion Exhibit attracted the press, stylists and celebrities curious to see what the seamstresses managed to produce from old clothes.