Red Cross Hope Store in Madrid
Red Cross Spain has followed up the success of Lisbon’s Red Cross Store in Portugal with the opening of STORE+ España. Working with Leo Burnett Crux Roja Espanola raised awareness for their most important causes by opening a store at the Madrid Xanadú shopping centre in Arroyomolinos.
The concept for the store is to capture the attention of the public in the same place where they are shopping for gifts in the lead up to Christmas. Red Cross presents shoppers with a product that is tangible, inviting participation by demonstrating that the hope in people’s lives depends on them purchasing a product: a book whose pages are blank, whose stories are written with the ink of hope.
The Store has its own Facebook Fan Page which includes photographs of the opening of the store. Attending were Real Madrid football stars Álvaro Arbeloa and Ruben de la Red, , recording artist Raúl, actor Miguel Hermoso, journalist and televison personality Paqui Peña, comedians Tony Antonio and Bigote Arrocet, and gymnast Rafa Martinez (below).
The store opened on Wednesday December 16 and will stay open through to the end of December. Record breaking donations were made in the first weekend.
The STORE+ España store campaign was developed by Leo Burnett Madrid (see also Pues Claro Que Si) , by executive creative director Horacio Puebla, creative director/copywriter Oscar Lopez-Sainz, art directors Julita Pequeño, Seve Ruiz, agency producers Natacha Martin, Alvaro Aparicio, Anto Ojeda, head of accounts Clara Marchan, account executive Liliana Zambrano. Photographers were Ricardo Saez and Rodolfo Gomez.