NATIVE VML’s The Exchange has been awarded gold in the cause related marketing category at the International Council of Shopping Centres (ICSC) Solal Marketing Awards.
Conceptualised for the Organ Donor Foundation of South Africa, The Exchange consisted of the world’s first cashless fashion boutique that was opened by NATIVE VML at Cavendish Square in Cape Town last year. 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.
“We wanted to co-opt the power of consumerism and use it to our advantage,” says Ryan McManus, Executive Creative Director at NATIVE VML. “Each individual donor can save up to seven lives, so with over 800 items sold we have the potential to save 6000 lives,” Jason Xenopoulos, NATIVE VML CEO, adds that he’s immensely proud of The Exchange, “as it’s a prime example of NATIVE VML’s positioning ‘to produce purpose-driven work that lives in people’s lives’.”
The ICSC Solal Marketing Awards bring together the very best of retail marketing across Europe and South Africa to reward those with the most effective campaigns. Recognising best practice and outstanding marketing performance, the ICSC Solal Marketing Awards are seen as a benchmark of quality throughout the industry.