Cannes Lions

INSTITUTIONAL

LEO BURNETT BRASIL, Sao Paulo / MORUMBI SHOPPING / 2011

Presentation Image

Overview

Entries

Credits

Overview

Execution

First we asked our clients to donate to us the clothes that were just taking up space in the closet. Then we built a studio inside the mall where donated clothes went through a recycling process coordinated by Alexandre Herchcovitch - the biggest fashion designer in Brazil. To help Herchcovitch, we called the seamstresses from Paraisópolis, one of the poorest communities in São Paulo.

The donated clothes were turned into over 200 new and amazing pieces.Then, the studio itself was recycled and turned into a special store where recycled clothes were available for sale.

Outcome

Everybody involved in the Recycled Fashion Project came out a winner. The community of Paraisópolis received all the proceeds from the store (R$ 10.000,00) and the whole structure used in the studio (R$ 86.000,00), the seamstresses had the chance to learn from a master MorumbiShopping had an influx of people and reinforced its image as fashion expert, the clients were able to help someone in need and several closets became more organized.

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