CMEC Winter Clothing Drive Campaign 2024(Women’s Council for Entrepreneurship and Culture)

For the 2024 Winter Clothing Drive, I developed the entire visual concept and graphic materials for CMEC — including visual identity, digital assets, printed materials, and promotional videos.

The creative approach centered on an element of surprise: ads that initially appear to promote food items — such as snacks, coffee, or desserts — but upon closer look, are actually compositions made from winter clothing.

This unexpected and visually striking concept was designed to grab the public’s attention on social media and at display points, sparking curiosity, engagement, and most importantly, action. The campaign generated empathy and urgency in an original way, drawing a parallel between the comfort of food and the warmth of clothing.

The result was the largest donation total in the history of CMEC’s winter campaign, with record-breaking contributions and widespread social media reach. A project that successfully combined creativity and social impact in a powerful way.