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Keep a Friend Warm

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Published/Aired: 
October 2010
Varuhuset Femman Outdoor Ad -  Keep a Friend Warm

Description

This winter campaign is a collaboration between the Femman department store and Stadsmissionen, a charity for the homeless, both in Gothenburg, Sweden. The ” Keep a Friend Warm” campaign urges Gothenburgers to leave their unwanted winter clothes at a temporary counter in the Femman entrance hall. The clothes are then redistributed by Stadsmissionen among the freezing homeless of the city. The campaign consists of print ads, billboards and guerilla activities (free winter clothes were hung on billboards). It follows the basic long-term concept of Femman’s marketing: the use of the store’s employees as models. This time, the model was Patrick Ocampo from the MQ shop in Femman.

Outdoor advertisement created by Dedicate, Sweden for Varuhuset Femman, within the category: Retail Services.

Caption

Keep a Friend Warm.
Help us warm freezing Gothenburgers. Leave your winter clothes at the Femman main entrance, from Oct 25th to Nov 11th.
Thanks for your contribution.

Advertising Agency: Dedicate, Gothenburg, Sweden
Creative Director: Klas Ekstrand
Art Director: Marc Zacharoff
Copywriter: Nina Janowicz
Photographer: Jonas Lundberg
Project Leader: Helena Wallskog
Production Manager: Veronica Jensen
Final Art: Michael Winnerholt
Styled: Kristin Brulay
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Highest Rated

Guest's picture

It is a great idea (for a department store) to give away used clothing to those who need them instead to highlight the purchase of new ones.

Guest
jasonP's picture

The model's saying that he doesn't want to give away his clothes, and me neither.

jasonP
Activity Score 222
Raffles Design Institute
Guest's picture

considering the colors and the action of the man removing his clothes and with no swedish knowledge I may give to this campaign a gay attitude

Guest
Guest's picture

It is a great idea (for a department store) to give away used clothing to those who need them instead to highlight the purchase of new ones.

Guest
vasskliss's picture

Very conservative thinking.

vasskliss
Activity Score 36
dodi077's picture

nice move

dodi077
Activity Score 37
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