Salvation Army - Sr. Amor

The Salvation Army had a problem: young people barely knew the organization, let alone donated to it. And there was no budget for a traditional campaign. So instead of advertising to them, we created something they would actually want to be part of: Sr. Amor, a new cultural sub-brand built entirely from donated goods.
Sr. Amor brought the Salvation Army into fashion, music and design, creating a new connection with a generation it had never reached before.​​