NATIVE VML's The Exchange has been awarded Gold in the cause-related marketing category at the International Council of Shopping Centers (ICSC) Solal Marketing Awards.
Conceptualised for the Organ Donor Foundation of South Africa, The Exchange consisted of the world's first cashless fashion boutique that was opened by NATIVE VML at Cavendish Square in Cape Town last year. Stocked with clothing and accessories from more than 25 of South Africa's top designers, nothing in the store could be purchased with cash or credit cards - only by becoming an organ donor.
"We wanted to co-opt the power of consumerism and use it to our advantage," says Ryan McManus, Executive Creative Director at NATIVE VML. "Each individual donor can save up to seven lives, so with over 800 items sold we have the potential to save 6,000 lives,"
Jason Xenopoulos, NATIVE VML CEO, adds that he's immensely proud of The Exchange, "as it's a prime example of NATIVE VML's positioning 'to produce purpose-driven work that lives in people's lives'."
The ICSC Solal Marketing Awards bring together the very best of retail marketing across Europe and South Africa to reward those with the most effective campaigns. Recognising best practice and outstanding marketing performance, the ICSC Solal Marketing Awards are seen as a benchmark of quality throughout the industry.
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NATIVE VML is a strategically and creatively-led agency whose ideas are born digital, but often extend beyond the digital canvas. With a staff compliment of over 170 people across both Johannesburg and Cape Town, NATIVE VML is one of Africa's largest digital agencies. NATIVE VML offers a full-range of integrated digital marketing services, from strategy and creative ideation to production and media. The agency's positioning is simple - "to produce purpose-driven work that lives in people's live." They pride themselves on being able to marry client's objectives with the insights necessary to create work that is meaningful to them and their customers.