Fundación Hogar La Divina Misericordia
Client: Fundación Hogar La Divina Misericordia
Product: Secondhand Clothing Donation
Title: Clothes for Food
Media: Print, Outdoor, Digital.
Date Of Campaign: 30/10/2020
Background: While most of us have our closets filled with clothes we don’t wear anymore, some don’t even have the basic elements to enjoy a proper diet. This is the struggling reality for the countless beneficiaries taken care of by La Fundación Divina Misericordia, a community shelter that found in “flipping” secondhand clothing, a way to provide a proper diet for +400 children and elderly residents rescued from extreme war and poverty areas in Colombia. Let's be honest, unlike the traditional donation ads, the Nike tick makes people look at, so do the Adidas, Lacoste, and Levi's logos. That's why we created Clothes For Food, a low-budget campaign that exchanged iconic brand names for the first-need grocery products they could become once people donated their used clothes. Giving a little NGO vying for attention, a big-name appeal to ask people to donate through posters, social media, email lists, outdoor and print ads. Acting as a subtle invitation to encourage signature brand donations, to increase their monthly income with fewer “flips”.
Idea: We created a low-budget campaign that exchanged iconic brand names for the first-need grocery products they could become once people donated their used clothes.