Estende a renda

Client: Minipreço

Discipline: Brand Experience

The idea

Gentrification. A bad word to name a phenomenon that has increased housing rents in areas of the city subject to strong real estate pressure. And that has harmed the lower-income people who live here, often forcing them to leave the homes where they lived for a lifetime. Minipreço, with dozens of stores in neighborhoods like these, knows this reality well. And decided to help them. How? In collaboration with the association of residents of Alfama, one of the historic districts of Lisbon that has suffered from this problem, NOSSA created a way to increase families' income, using a resource that is close at hand: clotheslines. Being very present in their daily lives and already part of the image of these historic streets of Lisbon, the drying racks were transformed into support for Minipreço communication. By providing this new advertising space, the brand paid people directly, allowing them to extend their monthly income Posters made from sheets, posters displayed on towels, and many other original formats (including underwear) were hung around the neighbourhood . A new highlight for this issue, more than 450,000 euros in unpaid presence in the media, 3.5 million impressions, and, above all, the gratitude of all residents, are proof that solidarity and social responsibility are not just words thrown in the wind