THE
UNSHOPPABLE
COLLECTION
By the hong kong
red cross
BRIEF
To recruit people to join Red Cross’ Monthly Giving Program to help fund efforts during times of crises and emergencies.
INSIGHT
It’s difficult to visualize how your donation is making a difference if it’s not illustrated. This causes holdbacks and unwillingness to participate in the Monthly Giving Program.
IDEA
While we cannot put a price tag on goodwill, we can definitely help users envision it. In a stylized, elevated, Charity-chic manner, we disguise ourselves as an underground designer brand. We create a unique shopping experience with a twist, while leaving behind a thought-provoking message.
YOUR WANTS
Could be someone
else’s needs
Unsuspecting shoppers are brought to a site disguised as a lifestyle brand that offers stylish designer wear, minimalistic home decor and accessories.
As they add items to the cart with the “I WANT IT” button, the site transforms and reveals the daunting truth - urging them to turn their wants into someone else’s needs with a monthly donation to Red Cross.
POP-UP store
To kick-off the campaign, we will also set up a pop-up store along with an exclusive fashion event, in the middle of a bustling crowd to draw attention to our collection.
Shoppers get to explore the entire collection and realize each stylish item is labelled with the ugly truth - the item that you want is the exact item some people need for survival.
We then follow up with an immediate CTA and encourage visitors to join Red Cross’ Monthly Giving Program on the spot to help make a difference.
CREDITS
Client – Hong Kong Red Cross
Executive Creative Director – Nicoletta Stefanidou
Senior Art Director – Adrienne Andaya
Art Director / Video Editor – Alan Wong
Junior Copywriter – Tiffany Ng
Business Director – Abbie Kan
Group Account Director – Michael Sham