Red Cross Portugal Campaign STORE+ Puts Hope Up for Sale
Ines Freitas — January 16, 2010 — Marketing
References: cruzvermelhastore
“A Store that sells Hope." This is the original motto for the Red Cross Portugal campaign STORE+, a store in Lisbon that exclusively sells hope. A plus to charity and a clever twist to make us reflect on mad consumerism!
Across the store, there are books with white, clean pages. As you buy one of the books, it is up to you to start writing the stories of hope that are pictured in the covers. Each has a picture and a title representing the three areas that Red Cross Portugal focuses on: children and youth, education and citizenship awareness, and elder and handicapped. You leave the store without an item, but with a concept, a thought, and a feeling.
Red Cross Portugal's STORE+ has already crossed borders and has now opened at Madrid, Spain. The campaign was created by Leo Burnett Portugal and won several Lions at Cannes Lions International Advertising Festival.
If you want to contribute, just check out their website and buy a little hope.
Across the store, there are books with white, clean pages. As you buy one of the books, it is up to you to start writing the stories of hope that are pictured in the covers. Each has a picture and a title representing the three areas that Red Cross Portugal focuses on: children and youth, education and citizenship awareness, and elder and handicapped. You leave the store without an item, but with a concept, a thought, and a feeling.
Red Cross Portugal's STORE+ has already crossed borders and has now opened at Madrid, Spain. The campaign was created by Leo Burnett Portugal and won several Lions at Cannes Lions International Advertising Festival.
If you want to contribute, just check out their website and buy a little hope.
Trend Themes
1. Charitable Consumerism - The concept of selling hope showcases a trend of consumers seeking to make a meaningful impact through their purchases.
2. Storytelling Commerce - The use of books with empty pages allows consumers to participate in storytelling, highlighting the rising trend of interactive and immersive shopping experiences.
3. International Expansion of Social Impact - The successful expansion of Red Cross Portugal's STORE+ campaign from Lisbon to Madrid demonstrates the trend of organizations looking to make a global impact with their social initiatives.
Industry Implications
1. Retail - The STORE+ concept presents an opportunity for retailers to create unique and purpose-driven shopping experiences that connect with consumers on a deeper level.
2. Non-profit - Non-profit organizations can explore innovative campaigns, like STORE+, to engage with the public and raise funds by offering unique products or experiences.
3. Advertising and Marketing - Leo Burnett Portugal's success in creating an award-winning campaign for Red Cross Portugal highlights the need for advertising and marketing professionals to think outside the box and develop creative strategies for promoting social causes.
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