Its a pop-up bookstore we created in an upscale shopping center in Madrid. The shelves are filled with what look like real books. Each cover is associated with one of the 4 most important causes that the Red Cross supports. The books are blank inside but bookmarks let everyone know that by making a donation, they would be contributing hope to make the story a happy one.
Ad agency: Leo Burnett Madrid Executive Creative Director: Horacio Puebla Creative Director: Oscar Lopez-Sainz Art Director: Julita PequeSeve Ruiz Copywriter: Oscar Lopez-Sainz Account Executive: Maria Ferrandez, Liliana Zambrano Photographer: Ricardo Saez Agency Producer: Natacha Martin, Alvaro Aparicio, Anto Ojeda Country: Spain launched: December 2009 ends: January 2010