After the enormous success of the Red Cross Store+ in Lisbon last year Leo Burnett Spain created a pop-up bookstore again in an upscale shopping center in Madrid.
The shelves are filled with what look like real books. Each cover is associated with one of the 4 most important causes that the Red Cross supports. The books are blank inside but bookmarks let everyone know that by making a donation, they would be contributing HOPE to make the story a happy one.
The objective: To remind the public that by making a donation, they are helping to better the lives of people in need.
Record breaking donations were made in the first weekend. The STORE will be open through the end of December.
The full impact is yet to be determined but the opening night saw over 200 hundreds guests including many celebrities who came to show their support for the cause. They include, Álvaro Arbeloa and Ruben de la Red, both football stars of Real Madrid, the world champion gymnast Rafa Martinez, the recording artist Raúl, the television and film actor Miguel Hermoso, the journalist and televison personality Paqui Peña, and comedians Tony Antonio and Bigote Arrocet, among others.
Related post: Store+
Red Cross Spain
Leo Burnett Madrid
Executive Creative Director: Horacio Puebla
Creative Director: Oscar Lopez-Sainz
Art Director: Julita Pequeño, Seve Ruiz
Copywriter: Oscar Lopez-Sainz
Account Executive: Maria Ferrandez, Liliana Zambrano
Photographer: Ricardo Saez
Agency Producer: Natacha Martin, Alvaro Aparicio, Anto Ojeda