Salvation Army - Sr. Amor

Sr. Amor. Used clothes, the new fashion.
The Salvation Army of Argentina has been quiet for a very long time, and it was disappearing from the people’s minds when they were about to make donations. For most young adults the brand was simply unknown. A traditional communication campaign would have required an investment in media the Salvation Army could never afford. We needed to find a strong proposal to revert that. We chose fashion and created a brand: Sr. Amor (Mr. Love), the new voice of the Salvation Army to start relating with the youth. The Salvation Army receives all kind of donation, but mainly clothes. We asked the most prestige designers in the country to use those clothes as the starting point to create Sr. Amor's first collection.