Varuhuset Femman: Keep a Friend Warm

Keep a Friend Warm.
Help us warm freezing Gothenburgers. Leave your winter clothes at the Femman main entrance, from Oct 25th to Nov 11th.
Thanks for your contribution.

This winter campaign is a collaboration between the Femman department store and Stadsmissionen, a charity for the homeless, both in Gothenburg, Sweden. The ” Keep a Friend Warm” campaign urges Gothenburgers to leave their unwanted winter clothes at a temporary counter in the Femman entrance hall. The clothes are then redistributed by Stadsmissionen among the freezing homeless of the city. The campaign consists of print ads, billboards and guerilla activities (free winter clothes were hung on billboards). It follows the basic long-term concept of Femman’s marketing: the use of the store’s employees as models. This time, the model was Patrick Ocampo from the MQ shop in Femman.

Advertising Agency: Dedicate, Gothenburg, Sweden
Creative Director: Klas Ekstrand
Art Director: Marc Zacharoff
Copywriter: Nina Janowicz
Photographer: Jonas Lundberg
Project Leader: Helena Wallskog
Production Manager: Veronica Jensen
Final Art: Michael Winnerholt
Styled: Kristin Brulay

October, 2010


jasonP's picture
222 pencils

The model's saying that he doesn't want to give away his clothes, and me neither.

Guest's picture

considering the colors and the action of the man removing his clothes and with no swedish knowledge I may give to this campaign a gay attitude

Guest's picture

It is a great idea (for a department store) to give away used clothing to those who need them instead to highlight the purchase of new ones.

vasskliss's picture
36 pencils

Very conservative thinking.

dodi077's picture
37 pencils

nice move

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