VillaLobos: A LOJA VAZIA

Credits & Description:

Advertiser: SHOPPING VILLALOBOS
Agency: LODUCCA, RLC COMUNICACAO E IDEAS
Category: Media, Entertainment and Leisure
Art Director: Alexandre Amaral (Loducca)
Executive Producer: Ana Luisa André (Loducca)
Client Services Director: Fernão Cosi (Loducca)
Creative Director: Guga Ketzer (Loducca)
Head Of Design: Gustavo De Lacerda (Loducca)
Planner Director: Daniel De Tomazo (Loducca)
Account Group Director: Fabiane Veiga (Loducca)
Account Director: Tatiana Moliterno (Loducca)
Media Director: Rodrigo Tamer (Loducca)
Creative Director: Cássio Moron (Loducca)
Designer: Eduardo Tallia (Loducca)
Copywriter: Fábio Saboya (Loducca)
Planner VP: Ken Fujioka (Loducca)
Copywriter: Marcelo Rosa (Loducca)
Creative Director: Sérgio Mugnaini (Loducca)
Executive Producer: Sid Fernandes (Loducca)
Creative Director: Fábio Saboya (Loducca)
Designer: Gustavo De Lacerda (Loducca)
Copywriter: Raphael Franzini (Loducca)
Copywriter: Weber Luiz De Andrade (Loducca)

Effectiveness
• Output/Awareness: 28M impacts with earned media.• Knowledge/Consideration: The Governor of the State of São Paulo and other Brazilian personalities like footballer Neymar (with 15M followers online) got involved and caught the media’s attention.• Action/Business Impact: With only a free space and literally an empty shop, VillaLobos mall managed to collect 3.2 tons of clothes and help thousands of people in need.

Strategy
Rethinking the consumer-store relationship and building an empty store to fill up with donated clothes was the key to connect the cause with the fashion industry.So, for the launch day, we invited famous blog editors and stylists to visit the store and donate, which caught the media’s attention and other Brazilian personalities got involved.

Relevancy
Brazil is a tropical country but São Paulo gets pretty cold during the winter. So, can we avoid the usual donations drop boxes and promote the annual Winter Clothing Drive to the whole State of Sao Paulo with its 42M inhabitants?

Execution
So, for the launch day, we invited famous blog editors and stylists to visit the store and donate, which caught the media’s attention and other Brazilian personalities got involved.Other malls have shown interest in implementing the idea in their countries. So, we’re turning it into an open source project. This means that the shop blueprint, the key visuals and the communication kits are going to be made available for free to anyone to spread goodwill.

Campaign Description
Brazil is a tropical country but São Paulo gets pretty cold during the winter. For many years, the winter clothing donation drive uses the same strategy: spread donation boxes all over the city to collect clothes. But, how could we make something different and catch the attention of the media and bring people closed to the cause again. Rethinking the consumer-store relationship and building an empty store to fill up with donated clothes was the key to connect the cause with the fashion industry. So, for the launch day, we invited famous blog editors and stylists to visit the store and donate, which caught the media’s attention and other Brazilian personalities got involved. With only a free space and literally an empty shop, VillaLobos mall managed to collect 3.2 tons of clothes and help thousands of people in need. The Governor of the State of São Paulo and other Brazilian personalities like footballer Neymar (with 15M followers on Twitter + Facebook) got involved and caught the media’s attention. Other malls have shown interest in implementing the idea in their countries. So, we’re turning it into an open source project. This means that the shop blueprint, the key visuals and the communication kits are going to be made available for free to anyone to spread goodwill.

Client Brief Or Objective
For many years, the winter clothing donation drive uses the same strategy: spread donation boxes all over the city to collect clothes. But, how could we make something different and catch the attention of the media and bring people closed to the cause again.