Brazilian menswear brand Reserva recently made a campaign for its summer sale that features footage of its store being robbed in Sao Paulo. The incident occurred on 6 December, just as the store was getting ready for the Christmas season. Despite the chaos, the team managed to clean up and re-open on the same day – without the store window. On the decision to feature the robbery, the brand said: “That’s why we decided to inspire ourselves and use our sale video as an example. Rather than suck a lemon is much better to make a good lemonade with it.”
