30 Sep '15, 5pm

A sneaker store is lacing homeless people with fresh sneakers:

A sneaker store is lacing homeless people with fresh sneakers:

It doesn't get much more "feel good" than this story of Romania's Ollie Gang Shop and its efforts to raise awareness and support for the homeless community. As part of the country's The Street Store charity pop-up shop for the homeless, Ollie Gang Shop launched a creative initiative that's designed to catch viewers off-guard and make them consider pitching in to the efforts. Its team hit the streets of Romania with the mission of photographing homeless people in fresh new footwear while leaving them clad in their tattered and worn clothing. From there, it pushed the photos on social media as if they were part of a marketing campaign to sell its latest product. In reality, the only campaign at play here was one with the purpose of raising the ire of viewers and igniting debates about the store's seemingly unethical advertising tactics. The mounting buzz then led to a reveal...

Full article: http://uk.complex.com/sneakers/2015/09/ollie-gang-shop-th...

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