This unique effort from Red Cross Spain, developed by Leo Burnett Madrid, aims to convey a great message through an indirect way. This effort can be described as the manifestation of a subtle message.
Red Cross created a pop-up bookstore 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.
CREDITS
Agency: 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
