THE UN-SHOPPABLE COLLECTION
While we cannot put a price tag on goodwill, we can definitely help users envision it.
In a stylised, elevated - Charity-chic manner, we disguised Red Cross as an underground
designer brand. Creating a unique 'shopping experience’, each item featured within the
brand is essential to rescue and survival efforts… however, they’re un-shoppable.
designer brand. Creating a unique 'shopping experience’, each item featured within the
brand is essential to rescue and survival efforts… however, they’re un-shoppable.
Campaign for good – The Red Cross monthly giving campaign
Regular donors for the Red Cross in Hong Kong found it difficult to see the impact their contributions made. By introducing the difference between wants versus needs, we turned the natural human reluctance to donate into a mysterious brand experience – taking users through an unexpected shopping journey and helping them visualise their donations being put to good use.
Regular donors for the Red Cross in Hong Kong found it difficult to see the impact their contributions made. By introducing the difference between wants versus needs, we turned the natural human reluctance to donate into a mysterious brand experience – taking users through an unexpected shopping journey and helping them visualise their donations being put to good use.
We build a complete e-commerce site to work of time-based activities and individual shopping behaviours. The reveal was unexpected and worked effectively as it spiked monthly donations by 35% during the campaign period.
The tease – Digital and print
To tease our brand, we created intrigue and anticipation by releasing ambiguous visuals with tight crops of our products, highlighting our logo - with a simple, trendy, yet powerful headline…#WANT.
The Launch – The online catalogue / e-commerce site
Our audience discovered that we are a lifestyle brand offering anything from clothing to home essentials, accessories and household staples.
As users explore more of the catalogue, we ensured the seamless communication of the big reveal to every visitor by creating a bespoke experience, based on individual activities within the site.
