The Brief

Normally, donation is made through online or people have to look up by themselves and needed so much efforts. But as a fashion brand, Giordano found store windows as a new donation platform and placed Smart Card Reader on the window surface so people could donate simply by tapping their credit card at the reader. So they could let existing customers and also new customers to be involved with the charity event, furthermore, it reduced extra efforts and made donation simple and easy.

Creative Execution

Casual fashion brand Giordano suggested holding a new kind of fundraising event that only Giordano could do. This event should be a trigger to reform Giordano’s brand image and not any kinds of fundraising event but that is highly related to brand mission.

Describe the creative solution to the brief/objective.

We brought ragged and filthy clothes that one of the children in the Philippines was wearing, and displayed on the window of casual clothes brand, Giordano which was located in the middle of luxurious fashion district Gangnam. We created one and only store window and sold hope for a day. We intended a donation to be simple so viewers could be involved to the fundraising event easily. To do so, we placed Smart Card Readers on the window surface, so people could donate money simply by tapping their wallets.

Results

It happened for just 1 day, though, about 23,309 people visited our Hope on Display, and more than 3528 accounts were made through Smart Card Reader. Also, a lot of people got to know about our Hope on Display through dozens of articles in newspapers and magazines.