The Red Cross Hope Store

Agency Network: 
December 2009

How do we get people to make a donation this Holiday season? We capture the attention of the public in the same place where they are shopping for gifts and spending money. We show them a product that is tangible and activate their participation by demonstrating that the hope in peoples lives depends on them purchasing this product: a book whose pages are blank, whose stories are written with the ink of hope.

Ambient advertisment created by Leo Burnett, Spain for Red Cross, within the category: Public Interest, NGO.

Advertising Agency: Leo Burnett Madrid. Spain
Creative Director: Oscar Lopez-Sainz
Art Director: Julita Pequeño, Seve Ruiz
Copywriter: Oscar Lopez-Sainz
Photographers: Ricardo Saez, Rodolfo Gomez
Additional credits: Natacha Martin, Alvaro Aparicio, Anto Ojeda

Comments (4)

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germanhudders's picture
Activity Score 336

Not precisely a good ad, but the campaign and idea in general is a great concept, one of the best I've ever seen in respect to fund raising and non-lucrative organizations

field's picture
Activity Score 12

to Red Cross,it's the ultimate aphrodisiac

nepstein's picture
Activity Score 197

Does this even belong on AOTW?

nepstein's picture
Activity Score 197

Sorry, let me elaborate. This doesn't seem like an ad campaign it seems like a project to create an experience store, and while it may increase revenue or participation, is still not an ad.