“A Store that sells Hope." This is the original motto for the Red Cross Portugal campaign STORE+, a store in Lisbon that exclusively sells hope. A plus to charity and a clever twist to make us reflect on mad consumerism!
Across the store, there are books with white, clean pages. As you buy one of the books, it is up to you to start writing the stories of hope that are pictured in the covers. Each has a picture and a title representing the three areas that Red Cross Portugal focuses on: children and youth, education and citizenship awareness, and elder and handicapped. You leave the store without an item, but with a concept, a thought, and a feeling.
Red Cross Portugal's STORE+ has already crossed borders and has now opened at Madrid, Spain. The campaign was created by Leo Burnett Portugal and won several Lions at Cannes Lions International Advertising Festival.
If you want to contribute, just check out their website and buy a little hope.