Buy more clothes - but not for yourself

Check out this cool in-store guerilla promotion for Unicef being run by trendy Belgian fashion retailer C&A. Created by Publicis Belgium, it's a fundraising effort for the young victims of the recent terrible earthquake in Pakistan.

As you can see from the pictures, a series of clothes made out of Pakistani newspapers were hung around the store, featuring the message (this is a translation): "Is this the only thing homeless Pakistani children will wear this winter? Help them with a gift at the pay desk". Presumably an interested donor brings the newspaper garment on its hanger to the cash register and "pays" for the donation.

Here's why I think this is inspired. First, hanging clothes made out of newspapers on shop racks is just so cool. So, A+ to the creative team (and client!) for coolness and a breakthrough idea. Second, you're intercepting people to ask them to divert resources from their own frivolous wasteful expenditure toward helping someone less fortunate at the very time and place they are wasting money on themselves.

Kind of takes contextual relevance to a new level in my book.

Thanks to Houtlog for the great catch!

Comments

[Jeff Flemings]

Thanks for the comment, I have edited the piece to reflect your authorship

[Houtlog]

Actually adverblog got it from Houtlog.
Nevermind