Salvation Army ReShare 'Make Room For Love' (2023) :40 (The Netherlands)

The Dutch Salvation Army ReShare and Amsterdam-based creative agency Cloudfactory encouraged (and still encourage) people to donate their clothes with their new campaign “Make Room For Love”.
The insight for the campaign came from a behavior we all recognize or experience: the couple’s battle for wardrobe space, especially in one of the most densely populated countries in Europe, where space really is a luxury. The need to make room for more and more clothes seems contradictory when, in fact, we only use 10% of the clothes we own on a regular basis. So, Cloudfactory thought Valentine’s was the perfect opportunity to tap into the two issues, with the most relevant romantic gesture, both for your partner and the planet.
“Make Room For Love” is a campaign to encourage the donation of clothes to The Salvation Army ReShare. The idea was and is to encourage people to gift a bit of space from their wardrobe to their loved one. To make space, they must of course select the clothes they don’t use anymore and donate them to ReShare. It’s a win-win situation, for ReShare and for the couples.

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About The Salvation Army ReShare
ReShare: Part of The Salvation Army has been collecting old clothing and textiles for reuse for more than 135 years, has 13 stores across the Netherlands and is part of The Salvation Army ‘group’, which aids ‘all those in society who have no helper’.
About Cloudfactory
Cloudfactory is an independent Amsterdam-based creative agency specialised in Brand Strategy, Brand Communications and Brand Design, helping brands unleash their creativity to provoke change and activate people. Founded in 2012, Cloudfactory has been co-creating global and European campaigns for clients like Booking.com, Heineken, Strongbow, adidas, KFC, Twitter, Johnson & Johnson, and The Salvation Army ReShare.