Faced with the available space in a prime location of the mall and the approaching holiday season, when it is always busy and makes people even more caring, we came up with the idea of creating a charity campaign. A project to guarantee material and emotional support to the children with cancer of Lar Amigos de Jesus. We created The Kindness Shop, a store that, instead of products, sells feelings symbolically stored in empty cans. It was initially conceived as only one can, labeled as Feelings. However, to raise more funds, we ended up creating a collection: Love, Care, Hope and Joy.

It took three months from conception to launch. Aside from the cans, that had to be paid for, all the rest was achieved through the support of professionals and businesses. On November 16, The Kindness Shop opened its doors, with the presence of sisters and children from Lar Amigos de Jesus, journalists and influencers. And for the shop to keep getting a great audience, we thought of the premises not only as a sales space, but also as a gathering space, allowing the creation of an event calendar, with small concerts, an afternoon with soccer teams for autographs, school trips etc. Added to all of this, there was a relentless effort to get support from celebrities to ensure more visibility to the campaign. That is how we got a 1'40" statement from Jô Soares on his talk show, the most popular in Brazil, which made The Kindness Shop get national

More than only mobilizing customers, The Kindness Shop managed to engage them in a surprising level: people bought cans and then brought other people to buy more, companies were reselling them spontaneously. Even the competitor mall sold them in an event. Such acceptance showed how much the campaign was able to add value to the brand, increase customer loyalty and consolidate Iguatemi as the favorite shopping mall in the most anticipated time of the year: Christmas. The numbers achieved after 2 months of activity can prove it: we got more than 1.1 million reais in spontaneous media and reached 21 million people with the campaign. Altogether, more than 64,000 cans were sold and over half a million reais were raised – enough money to build a new dormitory floor and increase by 100% the service capacity of Lar Amigos de Jesus.