For supporting The Street Store international charity project in Romania, the urban wear store Ollie Gang Shop came up with a sizzling idea. Why not generate buzz with an outrageous campaign, as a teaser for a creative call to action, engaging people to donate clothes and shoes for homeless people? In collaboration with the photographer Andrei Nemirschi, the homeless photoshoot project was born.


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We photographed homeless around Bucharest, wearing our expensive, clean and “shiny” sneakers, in contrast with their poor, dirty clothes and bitter eyes. Then we made it look like this was our latest marketing campaign in social media, for selling our new collections. All we had to do was wait for a few days in order for people to share, comment and dispute our unethical advertising tactic. Over this entire buzz we came with the great reveal of our sole purpose: raise awareness for the homeless people condition of unfortunate, vulnerable beings, and challenge people to donate clothes at The Street Store. At the end of this campaign, Ollie Gang Shop not only donated clothes and shoes for homeless, but also engaged people to support the project.

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Image credit: Andrei Nemirschi

Image credit: Andrei Nemirschi

Image credit: Andrei Nemirschi

Image credit: Andrei Nemirschi

Iage credit: Andrei Nemirschi

Image credit: Andrei Nemirschi