Pompeii is a Spanish shoe brand with more than 150K followers.
The brand had a surplus production of shoes and they wanted to do something meaningful and communicable in social media. They decided to donate them to Hakuna Revolution: a group of volunteers that bring food and suppliers to the inhabitants of la Cañada Real every Sunday morning. La Cañada Real is a shantytown located in the outskirts of Madrid frequented mainly by drug addicts - with 40,000 residents, it is the biggest shantytown in Europe. Winter was coming and one of the volunteers asked Pompeii for shoes.
Pompeii wanted to give voice to the group of volunteers beyond communicating their own brand. We followed Pompeii crew and Hakuna Group during their whole trip to la Cañada Real and filmed the whole action.
3-minute documentary film that they posted on social networks
Over 80K viewers during the first week