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.