‘365’ Clothing Line Makes Different Type of Fashion Statement
Promo and activation campaign sheds light on Portugal’s homelessness problem
Comunidade Vida E Paz’s “365,” GPC Rating: 7.4
Vogue’s “Fashion Night Out” is one of Lisbon’s most popular outdoor events of the year. It’s a night where everybody hits the streets to look, and be looked at. Comunidade Vida E Paz, an organization dedicated to helping Portugal’s homeless, teamed up with Leo Burnett Lisbon to make a bold, untraditional fashion statement.
Seeing a timely window of opportunity, the agency launched an edgy, provocative and unique urban-wear clothing line called “365.” Unlike any other fashion brand in the world, the 365 clothing collection was not created by designers, but curated by the agency. Collections of outfits were culled from clothing worn by the homeless and people living on the streets.
In the weeks leading up to the event, fashion celebrities and icons helped build interest and momentum in the 365 line through their social media accounts to ensure the launch was well-attended and highly publicized. The 365 fashion line showcased clothes that told rich human stories as each garment was labeled with a tag documenting how many days it was worn outdoors by a homeless person.
The event generated positive PR coverage in the news and also collected a large amount of donations directed toward the non-profit. Through each donation, Leo Burnett turned a night out into a night inside for the homeless in one of Comunidad Vida E Paz’s reintegration centers.
With a beautifully crafted and strategically compelling campaign, the agency helped address an ongoing social problem, gave the community an opportunity to engage and forced people to rethink their views on the issue.
About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.