It happened for just 1 day, though about 23,309 people visited our Hope on Display, and more than 3528 accounts were made through the Smart Card Reader. Also, a lot of people got to know about our Hope on Display through dozens of articles in newspapers and magazines.

We brought ragged and filthy clothes that one of the children in the Philippines was wearing, and displayed them in the window of a casual clothes brand, Giordano, which was located in the middle of luxurious fashion district Gangnam. With the non-profit organization Good Neighbors, we placed information about the situation in the Philippines and left messages that encouraged donation. In this way, we used a store window as a new kind of media platform. Also, Smart Card Reader on the window surface facilitated passengers to stop and donate simply by tapping their credit card on the reader.

A goal was to have a fundraising event that is highly related to brand mission and something that is easy to participate in. Normally, donation needs high-involvement so sometimes it is hard to get a chance to donate. What if we display ragged and filthy shirts and pants in the store window instead of designer’s fancy clothes? We remembered we can use a store window as a media platform.

So we decided to have an event that reminds people of the brand through store windows in the middle of a trendy leading fashion district, Gangnam, where target audiences spend hundreds of dollars to buy brand new clothes.