Ad of the Day: Salvation Army turns clothing into lifesaving objects in Brazilian poster campaign

WMcCann turns clothes into lifesaving objects

Exército de Salvação (the Salvation Army of Brazil) has launched a new campaign that shows how donating warm clothing can save lives at the coldest time of the year.

WMcCann designed the initiative’s creative – a series of posters for print, digital and out of home. The ads feature a fire extinguisher and a swimming float, which have been made out of warm clothes such as puffa jackets and knitted scarves.

The imagery is accompanied by the tagline ‘Warm clothes also save lives’, encouraging Brazilians to donate clothing to the needy during the country’s winter.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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