Choose Love

December 2017 & 2018

FILM THE AGENCY’S CREATIVE THE AGENCY’S CREATIVE OVER £2M IN GIFTS FOR

 

The Choose Love Christmas pop-up stores have succeeded in making helping refugees irresistible, at a time when generosity of spirit is as important as ever, but trust is in decline.

 

‘60 per cent of donors feel negatively about international aid workers and the charity sector as a whole’


charitytimes.com

Shoppers browse inside the Choose Love Store, London, December 2017. Central tables walk shoppers through three stages of life as a refugee.

 

Queueing for opening at the London store, 2018

 

The online store allows people to shop even if they’re not in London or New York.

 

A slick e-commerce site and two physical stores (in London and New York) sell items that are needed right now by refugees around the world. Shoppers purchase items which Help Refugees then deliver directly to camps. This is a fresh approach for the charity sector, re-appropriating that warm feeling we get when we walk into an Apple Store or a Soho boutique.

Products include warm clothes, cooking supplies, psychological support and dictionaries. The stores opened from Black Friday to Christmas Eve, earning £1.4M in 2018 on top of £750,000 in 2017.

The result has been shoes on the feet of thousands of children, reliable shelter and regular hot meals for the whole family, as well as access to emotional and legal support, vital for the next stages of these people’s lives.

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The stores are beautiful and inviting, with a shopping experience designed to be simple and pleasurable.

 

Forbes: 'How Choose Love Made Charity Credible Again'

The Drum 'How the advertising industry can help'

A PROJECT BY GLIMPSE x HELP REFUGEES

Help Refugees are a UK charity that started with a goal to raise £1000 and fill a van full of warm clothes to take to Callais. Three years later, their intiatives supporting over 80 projects are world famous.

Glimpse are a collective of people from the creative industries using their skills to do good. We affect positive change by offering glimpses of what tomorrow could look like.

My Role

Creative, art direction of product photography, shopfit

 

Agency

Glimpse

 

 

Credit

Concept — James Turner and Zac Schwarz, co-founders, Glimpse
Creative development — Many glimpse members
Lots of other things — Lots of other people

 

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