Cannes Lions

THE EXCHANGE

NATIVE VML, Johannesburg / ORGAN DONOR FOUNDATION / 2015

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Only 1% of South Africans are organ donors.

In a society driven by consumerism, fashion and popular culture have become more important than human life.

But what if fashion could actually save lives? Rather than fighting consumerism, we used it to our advantage.

We created The Exchange. The world’s first fashion boutique where you can’t buy anything with money but only with the currency of life – your organs.

As an initiative for The Organ Donor Foundation, we opened a pop up store in a popular Cape Town mall.

We created a powerful visual identity and everything in the store served as a constant reminder of The Exchange’s core purpose – to save lives.

Filled with clothes and accessories donated by SA’s most fashionable designers, shoppers could only pay by registering as an organ donor.

In the first month, the store sold out of all the items, potentially saving almost 6000 lives.

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