NATIVE’s The Exchange has been named the Creative Circle’s Ad of the Month winner in the out-of-home category.
“When we started NATIVE three years ago, we set out to build a strategically and creatively-led agency whose ideas would be born digital, but would extend beyond the digital canvas. The Exchange is a great example of that thinking… it is also a demonstration of our positioning “to produce purpose-driven work that lives in people’s lives”, adds Jason Xenopoulos, NATIVE CEO of the win.
Jury Chairperson, Jenny Glover notes that “NATIVE’s ‘Exchange’ for the Organ Foundation is the kind of category-breaking work that we should be doing more of, especially if we want to extend our Cannes wins into new categories.”
The world’s first cashless fashion boutique, The Exchange, was opened by NATIVE at Cavendish Square in Cape Town during May. Stocked with clothing and accessories from more than 25 of South Africa’s top designers, nothing in the store could be purchased with cash or credit cards – only by becoming an organ donor.
The concept for The Exchange was conceived by Ryan McManus, Executive Creative Director at NATIVE. “Fashion has typically been synonymous with consumerism,” he explains. “We were looking for a way in which we could change the currency of meaningless consumerism and shift it to the currency of life by purchasing fashion with organ donor registration. We partnered with the Organ Donor Foundation and came up with the idea of opening a fashion boutique where, in exchange for a garment, the consumer could literally purchase an item by registering as an organ donor to potentially save lives.”
Each donor registration had the potential to save seven lives and with over 500 items in the boutique, a target of over 3500 possible lives saved was reached.
Find out more about this award winning work. Visit: http://bit.ly/154RvcY
To register as a donor online, visit http://on.fb.me/17Q2frH