THE EMPTY SHOP

THE EMPTY SHOP

THE EMPTY SHOP

THE EMPTY SHOP

THE
EMPTY
SHOP

role
CONCEPT / ART DIRECTOR

role
CONCEPT / ART DIRECTOR

role
CONCEPT / ART DIRECTOR

project
EMPTY SHOP

project
EMPTY SHOP

project
EMPTY SHOP

project
EMPTY SHOP

project
EMPTY SHOP

client
BR MALLS

client
BR MALLS

client
BR MALLS

agency
LODUCCA

agency
LODUCCA

agency
LODUCCA

Bringing clothes to the shop instead of taking them away from the shop.

Despite Brazil being a tropical country, there are some cities like São Paulo where the winter gets pretty cold for up to 3 months of the year. For this reason, since the 50s, there is a clothes donation campaign created by the São Paulo State Government. The mechanics are simple: Big cardboard boxes with the campaign logo are placed in public schools and companies that have pledged to donate. People drop off their donations and the campaign staff collects them periodically. Reinventing this campaign was no easy task, especially considering it’s over 60 years old.

Creating a new Donation Experience: Encourage people to fill their bags at home and take them to VillaLobos Mall, bringing clothes to the shop instead of taking them away from the shop. On top of this, we also encouraged people to donate clothes of a higher quality standard (compared to those that would be donated during a normal clothing donation drive) and got people to question and rethink their own consumer-store relationship.

Bringing clothes to the shop instead of taking them away from the shop.

Despite Brazil being a tropical country, there are some cities like São Paulo where the winter gets pretty cold for up to 3 months of the year. For this reason, since the 50s, there is a clothes donation campaign created by the São Paulo State Government. The mechanics are simple: Big cardboard boxes with the campaign logo are placed in public schools and companies that have pledged to donate. People drop off their donations and the campaign staff collects them periodically. Reinventing this campaign was no easy task, especially considering it’s over 60 years old.

Creating a new Donation Experience: Encourage people to fill their bags at home and take them to VillaLobos Mall, bringing clothes to the shop instead of taking them away from the shop. On top of this, we also encouraged people to donate clothes of a higher quality standard (compared to those that would be donated during a normal clothing donation drive) and got people to question and rethink their own consumer-store relationship.

Bringing clothes to the shop instead of taking them away from the shop.

Despite Brazil being a tropical country, there are some cities like São Paulo where the winter gets pretty cold for up to 3 months of the year. For this reason, since the 50s, there is a clothes donation campaign created by the São Paulo State Government. The mechanics are simple: Big cardboard boxes with the campaign logo are placed in public schools and companies that have pledged to donate. People drop off their donations and the campaign staff collects them periodically. Reinventing this campaign was no easy task, especially considering it’s over 60 years old.

Creating a new Donation Experience: Encourage people to fill their bags at home and take them to VillaLobos Mall, bringing clothes to the shop instead of taking them away from the shop. On top of this, we also encouraged people to donate clothes of a higher quality standard (compared to those that would be donated during a normal clothing donation drive) and got people to question and rethink their own consumer-store relationship.

Bringing clothes to the shop instead of taking them away from the shop.

Despite Brazil being a tropical country, there are some cities like São Paulo where the winter gets pretty cold for up to 3 months of the year. For this reason, since the 50s, there is a clothes donation campaign created by the São Paulo State Government. The mechanics are simple: Big cardboard boxes with the campaign logo are placed in public schools and companies that have pledged to donate. People drop off their donations and the campaign staff collects them periodically. Reinventing this campaign was no easy task, especially considering it’s over 60 years old.

Creating a new Donation Experience: Encourage people to fill their bags at home and take them to VillaLobos Mall, bringing clothes to the shop instead of taking them away from the shop. On top of this, we also encouraged people to donate clothes of a higher quality standard (compared to those that would be donated during a normal clothing donation drive) and got people to question and rethink their own consumer-store relationship.

Bringing clothes to the shop instead of taking them away from the shop.

Despite Brazil being a tropical country, there are some cities like São Paulo where the winter gets pretty cold for up to 3 months of the year. For this reason, since the 50s, there is a clothes donation campaign created by the São Paulo State Government. The mechanics are simple: Big cardboard boxes with the campaign logo are placed in public schools and companies that have pledged to donate. People drop off their donations and the campaign staff collects them periodically. Reinventing this campaign was no easy task, especially considering it’s over 60 years old.

Creating a new Donation Experience: Encourage people to fill their bags at home and take them to VillaLobos Mall, bringing clothes to the shop instead of taking them away from the shop. On top of this, we also encouraged people to donate clothes of a higher quality standard (compared to those that would be donated during a normal clothing donation drive) and got people to question and rethink their own consumer-store relationship.

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Social Media Impact

Social Media Impact

Social Media Impact

Social Media
Impact

Social Media
Impact

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Next Level

Next Level

Next Level

Next Level

Next Level

After worldwide success and effectiveness, The Empty Shop evolved into The Empty Project,
an independent donation system that can be tailored to different causes. An endless sustainable project that never stops helping people in need, around the world.

After worldwide success and effectiveness, The Empty Shop evolved into The Empty Project, an independent donation system that can be tailored to different causes.
An endless sustainable project that never stops helping people in need, around the world.

After worldwide success and effectiveness, The Empty Shop evolved into The Empty Project, an independent donation system that can be tailored to different causes.
An endless sustainable project that never stops helping people in need, around the world.

After worldwide success and effectiveness, The Empty Shop evolved into The Empty Project, an independent donation system that can be tailored to different causes. An endless sustainable project that never stops helping people in need, around the world.

After worldwide success and effectiveness, The Empty Shop evolved into The Empty Project, an independent donation system that can be tailored to different causes. An endless sustainable project that never stops helping people in need, around the world.

“They actually took a really good idea and they built it, but they didn't stop there. They then built an entire toolkit to franchise this idea out anywhere in the world.” 

Joel Lunenfeld - VP Global Brand Strategy - Twitter

“They actually took a really good idea and they built it, but they didn't stop there. They then built an entire toolkit to franchise this idea out anywhere in the world.” 

Joel Lunenfeld - VP Global Brand Strategy - Twitter

“They actually took a really good idea and they built it, but they didn't stop there. They then built an entire toolkit to franchise this idea out anywhere in the world.” 

Joel Lunenfeld - VP Global Brand Strategy - Twitter

“They actually took a really good idea and they built it, but they didn't stop there. They then built an entire toolkit to franchise this idea out anywhere in the world.” 

-
Joel Lunenfeld 
VP Global Brand Strategy - Twitter

“They actually took a really good idea and they built it, but they didn't stop there. They then built an entire toolkit to franchise this idea out anywhere in the world.” 

-
Joel Lunenfeld 
VP Global Brand Strategy - Twitter

awards
Cannes Lions 2013 - Gold - Design
Cannes Lions 2013 - Finalist - Grand Prix for Good
Cannes Lions 2013 - Bronze - Media
Cannes Lions 2013 - Bronze - Promo
Cannes Lions 2014 - Bronze - Effectiveness
D&AD 2014 - Wood Pencil - Integrated & Earned Media
D&AD 2014 - Wood Pencil - Branding
One Show 2014 - Bronze Pencil - Branded Content
One Show 2014 - 3 Merits
London International Awards 2013 - Bronze - Design
London International Awards 2013 - Shortlist - Non-Traditional
CCSP Festival 2014 - In Book - Black Star
CCSP Festival 2014 - In Book - Direct Marketing
CCSP Festival 2014 - In Book - POS Material
Tomorrow Awards 2013 (the first one in brazilian advertising history)
Effie Awards Brasil 2014 - Non-profit
El Ojo 2013 - Grand Prix - PR
El Ojo 2013 - Gold - Outdoor
El Ojo 2013 - Gold - Direct
El Ojo 2013 - Gold - PR
El Ojo 2013 - Gold - Design
El Ojo 2013 - Silver - Promo
El Ojo 2013 - Bronze - Innovation
FIAP 2014 - Gold - Outdoor
FIAP 2014 - Gold - Media Innovation
FIAP 2014 - Silver - Design
FIAP 2014 - Silver - Media Innovation
FIAP 2014 - Silver - Promo
FIAP 2014 - Silver - Effectiveness
Wave Festival 2014 - Grand Prix - Green Wave
Wave Festival 2014 - Gold - Green Wave
Wave Festival 2014 - Gold - PR
Wave Festival 2014 - Gold - Promo
Wave Festival 2014 - Silver - Promo
Wave Festival 2014 - Bronze - Direct
About 2014 - Grand Prix - Goals
About 2014 - Gold - Out of Home
About 2014 - Gold - Engagement
About 2014 - Client of The Year for BR Malls
About 2014 - Advertiser of The Year
Colunistas 2013 - Grand Prix - Design
Colunistas 2013 - Ouro - Design
Colunistas 2013 - Ouro - Promo
Colunistas 2013 - Silver - Design
Jay Chiat Awards 2014 - Global Strategy

credits
Chief Creative Officer: Guga Ketzer
Creative Directors: Cássio Moron, Fabio Saboya, Sergio Mugnaini
Art Director: Alexandre Amaral
Copywriters: Fabio Saboya, Marcelo Rosa, Weber Luiz de Andrade
Digital Creative: Raphael Franzini
Designers: Gustavo de Lacerda, Eduardo Tallia
Planning Team: Ken Fujioka, Daniel de Tomazo, André Troster
Account Team: Fernão Cosi, Fabiane Veiga, Tatiana Moliterno, Renato Nose, Isabella Motta, Gabriela Ruffo
Media team: Rodrigo Tamer, Leandro Otsuka, Natália Oliveira, Thiago Ribeiro, José Carlos de Melo
Production Team: Ana Luisa Andre, Indaiara Pelizario
Production Company: O2 Filmes
Film Director: Quico Meirelles
Photography Directors: Cauê Laratta, Pedro Moscalcoff
Executive Producers: Sid Fernandes, Ana Luisa André
Editing: Saulo Simão
Post production: O2 Filmes
Sound production: Tentáculo

credits
Chief Creative Officer: Guga Ketzer
Creative Directors: Cássio Moron, Fabio Saboya, Sergio Mugnaini
Art Director: Alexandre Amaral
Copywriters: Fabio Saboya, Marcelo Rosa, Weber Luiz de Andrade
Digital Creative: Raphael Franzini
Designers: Gustavo de Lacerda, Eduardo Tallia
Planning Team: Ken Fujioka, Daniel de Tomazo, André Troster
Account Team: Fernão Cosi, Fabiane Veiga, Tatiana Moliterno, Renato Nose, Isabella Motta, Gabriela Ruffo
Media team: Rodrigo Tamer, Leandro Otsuka, Natália Oliveira, Thiago Ribeiro, José Carlos de Melo
Production Team: Ana Luisa Andre, Indaiara Pelizario
Production Company: O2 Filmes
Film Director: Quico Meirelles
Photography Directors: Cauê Laratta, Pedro Moscalcoff
Executive Producers: Sid Fernandes, Ana Luisa André
Editing: Saulo Simão
Post production: O2 Filmes
Sound production: Tentáculo

credits
Chief Creative Officer: Guga Ketzer
Creative Directors: Cássio Moron, Fabio Saboya, Sergio Mugnaini
Art Director: Alexandre Amaral
Copywriters: Fabio Saboya, Marcelo Rosa, Weber Luiz de Andrade
Digital Creative: Raphael Franzini
Designers: Gustavo de Lacerda, Eduardo Tallia
Planning Team: Ken Fujioka, Daniel de Tomazo, André Troster
Account Team: Fernão Cosi, Fabiane Veiga, Tatiana Moliterno, Renato Nose, Isabella Motta, Gabriela Ruffo
Media team: Rodrigo Tamer, Leandro Otsuka, Natália Oliveira, Thiago Ribeiro, José Carlos de Melo
Production Team: Ana Luisa Andre, Indaiara Pelizario
Production Company: O2 Filmes
Film Director: Quico Meirelles
Photography Directors: Cauê Laratta, Pedro Moscalcoff
Executive Producers: Sid Fernandes, Ana Luisa André
Editing: Saulo Simão
Post production: O2 Filmes
Sound production: Tentáculo