Cannes Lions

Who Wore it Better

VMLY&R BRAZIL, Sao Paulo / UNIBES - UNIÃO BRASILEIRO ISRAELITA DO BEM ESTAR SOCIAL / 2019

Presentation Image
Supporting Content
Digital Proof JPG
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Background

With economy crisis Brazil is experiencing a fall of donations. Before winter we had to find a new way to ask for donations.

Idea

This winter, we decided to change the famous “Who wear it better” column.

Instead of having two different celebrities wearing the same look, we invited them for a new challenge:Donating your clothes to those in need.

First, we invited Brazilian celebrities for the project:

Xuxa- 18 million followers

Ivete Sangalo- 16 million followers

Sabrina Satto- 11 million followers

Marcelo Anthony- 9 million followers

And 10 other celebrities joined the project.

Then we donated their clothes and pictures to Unibes, #1 international clothing donation center in Brazil. And photographed the families wearing the donated clothes. Many different celebrity magazines published it just like another “Wear it better” column and inspired others to donate their clothes too. Every publishing, we helped redefine the purpose of the column. So now, wear it better is also about giving someone else the opportunity to wear what’s in your closet.

Strategy

Traditional donation campaigns can’t deliver all the results we were looking for. So with the help of celebrities we managed to use a traditional column in a meaningful way.

Execution

First we invited celebrities to join a new challenge. Instead of be part of another Who wore it better column, they were invited to do something even better: donate their clothes to those in need. Throughout the country we collect their donated clothes and pictures. Then we donate it to Unibes and photographed the receivers wearing the same outfit. The column was an invitation and a challenge for others to do the same.

Outcome

More than 40 celebrities joined the movement. We rotate the publishing column with different faces donating and receiving the clothes. Before winter, we met the target with all the donations coming from different cities.