How do you make young people care about the elderly? If you’re McCann Digital Israel and the Shorashim Group, you entice them with one-of-a-kind “original vintage clothes” from the closets of those too old to enjoy them anymore.
The two companies have masterminded a campaign to help feed elderly Holocaust survivors who are struggling to make ends meet by coming together to create an e-commerce platform to sell refurbished vintage clothing to Israel’s younger generation. The profits from the initiative are used to fund the Shorashim’s Group food programs for the elderly.
Clothing donations were collected from Shorashim’s clientele, spruced up and modeled for advertising and an e-commerce website by well-known Israeli models. The campaign, which looked slick enough to be coming from the likes of H&M or Zara, sold out it’s initial 2013 collection, rebranded as Roots: Second Hand Fashion, in less than a week. A 2014 winter collection and ongoing use of the platform for donations is planned.
[via PSFK]
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Eva Voinigescu is an intern at Toronto Standard. Follow her on Twitter @EvaVoinigescu.
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