OGILVY SAO PAULO | AGENTE CIDADAO | TREASURE MAP

This mailing, designed as a map for a treasure hunt, was a clever way of getting people to donate clothes for the poor. The reader was challenged to discover where the treasure was hidden, only to find that the treasure was nothing but an old coat forgotten in the closet; however, he'd learn that old clothes can be as vauable as 'real' treasure to someone who needs something warm to wear.

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