For many years, the winter clothing donation drive uses the same strategy: spread donation boxes all over the city to collect clothes. But, how can we represent the lack of clothes and ask for donations in a different way?

Brazil is a tropical country but São Paulo gets pretty cold during the winter. So, can we avoid the usual donations drop boxes and promote the annual Winter Clothing Drive?

Empty hangers, empty shelves, empty windows in a transparent shop with no roof so everyone from anywhere in the shopping mall could see that the store was empty an in need of donations.

With only a free space and literally an empty shop, VillaLobos mall managed to collect 3.2 tons of clothes and help thousands of people in need.

The Governor of the State of São Paulo and other Brazilian personalities like footballer Neymar (with 15MM followers online) got involved and caught the media’s attention.

Other malls have shown interest in implementing the idea in their countries.

So, we’re turning it into an open source project. This means that the shop blueprint, the key visuals and the communication kits are going to be made available for free to anyone to spread goodwill.