We created lifelike and life-size statues of under-privileged children but didn’t put any clothes on them. What we did, however, was put them inside huge glass boxes that were then installed in shopping malls and residential complexes across the city. A message on the boxes asked people to drop their old clothes inside. As the clothes started piling up, it looked as if the children were actually being clothed by the donors themselves. Through this activity, people saw with their own eyes how their donations would be eventually used and were thus inspired to step forward for this noble cause.

The promotion was hugely successful with both client and customer. The innovative method of collection inspired our target audience to donate old clothes. The client’s target was to collect 1,000 pieces of clothing. Within two weeks of launching the drive, they collected more than 5,000 clothes.