Sr. Amor is a multicultural and therefore a multimedia campaign created for the Salvation Army of Argentina.

Sr. Amor is a brand created to produce different cultural and social events to reach the youth, an audience the Salvation Army had never been able to reach before until today. There was a huge cultural gap between the Salvation Army and the Youth that seemed impossible to bridge. Sr. Amor united both worlds finding common points in them. Through fashion, design and music, we created contents that quickly attracted the attention and participation of the youth. Reaching the youth was relevant, since they are a huge amount of buyers and donors of the different products the Salvation Army commercializes at their stores.

The entire production of cultural contents of Sr. Amor was born and made with the donated objects found at their stores.

Fashion: We called the most prestigious designers who, starting from the donated garments, created the very first collection of Sr. Amor. Fashion photographers shot the production in a catalogue and invitation to the event: Sr. Amor’s Presentation Parade assisted by thousands of youths, covered by the press. Fashion TV broadcast a 1 hr documentary on Sr. Amor for all Latin America. The universities of Buenos Aires and UADE included a Sr. Amor Workshop as part of their careers of Fashion Design, which will have the participation of thousands of youths. Design: industrial designers created with donated objects new design pieces to be commercialized at the MALBA Museum store. Music: popular local music figures are creating their own covers of the old songs found in the records at the Salvation Army stores, which will be performed in concerts.

Through the different proposals and calls, the Salvation Army achieved creating a successful bond with the youth. With consistent results: the Salvation Army broke all its record sales that went up 30%. Donations went up 87%. And the most important part: 70% of the audience is younger.

With the creation of a sub-brand, we created a new media that allowed reaching the people the Salvation Army had never been able to reach before: the youth.