Cannes Lions

RECYCLED FASHION PROJECT

LEO BURNETT BRASIL, Sao Paulo / MORUMBI SHOPPING / 2010

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This piece was designed to promote MorumbiShopping Mall’s Recycled Fashion Project. The project worked like this: first, the mall asked for clothing donation. Then, these clothes were completely remade by seamstresses from a poor community under the orientation of Brazil’s greatest fashion designer in a glass atelier built inside the mall. Finally, the now recycled clothes were exposed and, after that, donated to a poor community. So, one of the main ideas to promote the Recycled Fashion Project inside the mall was to transform one of mall’s elevators in a giant zipper that went up and down.

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