The Campaign

Giordano was threatened by so many similar casual outfit brand recently. So, 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 their brand mission. They had little budget so we should have come up with a low-cost event.

The Brief

Giordano, the casual fashion brand, decided to raise awareness of the situation and money to help children there with fundraising event that people could highly involved and something only Giordano could do. In Gangnam, the trend leading fashion district with fancy, stylish store windows, more than 200,000 people pass by every day. While other store windows have luxury-clad mannequins, we wanted to display something completely different.

Results

It happened for just 1 day, though, about 23,309 people visited our Hope on Display, and 3528 accounts were made through Smart Card Reader. Also, a lot of people got to know about our Hope on Display and learn about how much people in the Phillipines are suffering until now, through dozens of articles in newspapers and magazines.

Execution

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 in Gangnam. On Valentine's day, 2014, we created one and only store window among many other luxurious store windows and sold hope for a day. On the window surface, there was Smart Card Readers so people could donate money simply by tapping their wallets.

The Situation

Last summer, the Philippines were devastated by typhoon Haiyan. A lot had been done to help them but they still need help. Many children are still wearing ragged and filthy clothes, even though it has been a year. Even worse, they are catching diseases from lack of clean clothes. How can we help them? We decided to have an fundraising event for children in the Philippines who are suffering from lack of clean clothes. This event should remind the Giordano’s brand identity so we found their store windows as a platform to communicate with audiences. We created store window that shows the situation of the Philippines instead of brand new clothes, in the middle of trend leading fashion district Gangnam.

The Strategy

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 so they could let shoppers to be involved with the charity event. Furthermore, it reduced extra efforts and made donation simple and easy.