Cannes Lions
LEO BURNETT ITALY, Milan / MIA - MILANO IN AZIONE (ASSOCIAZIONE DI VOLONTARIATO- ONLUS) / 2017
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Overview
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Description
The Shelter Box is a multi-functional design solution created to help homeless people with their everyday needs.
Realized in special humidity-resistant cardboard, its structure can be transformed in many objects: a chair, a table, a bed and a bag.
Every single function is specially designed to ease the main issues homeless people face living on the street: joint pain, cold, respiratory diseases and carrying belongings.
The Shelter Box is cheap and easily reproducible, in order to be prepared in large quantities whenever it’s necessary.
Execution
In order to raise public awareness and increase the number of donations, we launched an online video asking anyone to discover our project during the Milan Design Week, which is the most important Furniture Fair in the world.
There, we showcased the Shelter Box in the most important and popular districts, Brera and Tortona, gathering the attention of donors, the media and professionals.
Outcome
After one week, MIA experienced a 513% increase in donors’ visits on the website.
Thanks to different showcases during the biggest Furniture Fair in the World, the Milan Design Week 2017, MIA reached 340,000 visitors.
For MIA Onlus, The Shelter Box has been the most successful campaign ever, with over one million media impression in one week only.
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