Our insight for the spring campaign called ”Change somebody’s life for the better” was clear - to give people an opportunity to get rid of unwanted clothes they are not ready to throw away just yet. We came up with the idea to organize a collection of clothes for people in need under the non-profit organization Centrum Rodiny. The collection took place from March 28th to March 31st and every participant received a 5€ gift voucher for shopping in the Polus City Center. That way, customers could buy new pieces for their wardrobe with a good feeling that they helped someone.

Compared to common hard-sell campaigns, this one was conceived in a slightly unorthodox way - to attract one’s interest immediately. We deliberately chose a visual which represents the idea that even the small act of giving clothes can improve the life of someone else.

The cheerful yellow and orange visual flooded the streets in outdoor formats. Moreover, during the entirety of the campaign, we used the potential of social media platforms (Facebook and Instagram) where we used posts in non-traditional formats to engage people and inform them how to participate in the collection