In summer 2016, Cadillac Fairview introduced a youth-focused philanthropic platform and partnered with the WE Foundation (a charity that encourages youth to find their cause). To announce the partnership, we were tasked with inspiring youth to take charitable action during the back to school season – while still tying back to fashion.
So we created a limited-edition line of enamel pins (the hot trend of 2016) that represented five popular causes: education, nature, health, shelter and hunger.
To get a pin, people had to pledge to take action– with an Instagram selfie in front of an eye-catching, pop-art illustration representing their cause.
In total, we gave out nearly 50,000 pins and changed what a mall can talk about during the back-to-school season.
