Keep a Friend Warm. Help us warm freezing Gothenburgers. Leave your winter clothes at the Femman main entrance, from Oct 25th to Nov 11th. Thanks for your contribution. This winter campaign is a collaboration between the Femman department store and Stadsmissionen, a charity for the homeless, both in Gothenburg, Sweden. The ' Keep a Friend Warm' campaign urges Gothenburgers to leave their unwanted winter clothes at a temporary counter in the Femman entrance hall. The clothes are then redistributed by Stadsmissionen among the freezing homeless of the city. The campaign consists of print ads, billboards and guerilla activities (free winter clothes were hung on billboards). It follows the basic long-term concept of Femman's marketing: the use of the store's employees as models. This time, the model was Patrick Ocampo from the MQ shop in Femman.
Advertising Agency: Dedicate, Gothenburg, Sweden Creative Director: Klas Ekstrand Art Director: Marc Zacharoff Copywriter: Nina Janowicz Photographer: Jonas Lundberg Project Leader: Helena Wallskog Production Manager: Veronica Jensen Final Art: Michael Winnerholt Styled: Kristin Brulay Published: October 2010via adsoftheworld.com