In Brazil people don’t have the habit of wearing white. To convince them that it is possible to be well dressed wearing only white clothes, we made a partnership with five important Brazilian clothing brands and gathered great fashion designers to create a whole collection using only white. The action included the decoration of all the shops of these clothing brands in the main shopping malls of São Paulo and Rio de Janeiro (the two biggest cities in the country), an exclusive space in the shops to sell the clothes from this new collection, ticket sales and also the White Week, when 100% of the shop windows featured only white clothes in the week before the event. We supported the campaign with online media, where the users gave suggestions on white combinations and could get tips form the fashion designers.

Tickets sold out a week before the event.

Highest historical level of brand preference by the target audience (in 2009).5% increase in sales at the participant stores.

40,000 people dressed in white at the event.