Now here’s a store you don’t expect to see at the mall. Like a steamroller crushing old-school Salvation Army bell ringers, The Red Cross has popped up a store in an upscale shopping center in Madrid. Created by Leo Burnett Madrid, the store contains pseudo books that contain bookmarks that remind people their contributions help make the story a happy one.
Many Spanish celebrities from Real Madrid’s Álvaro Arbeloa and Ruben de la Red to gymnast Rafa Martinez to actor Miguel Hermoso showed up for the store opening. The store took in record breaking donations over its first weekend. It’ll be up through the month of December.
