Coming off its award-winning run opening the Store+ for the Red Cross, which sold "hope" instead of actual products, Leo Burnett Iberia opened a pair of new "retail outlets" in upscale shopping malls in Spain and Portugal.

Unlike the previous Store experience, which sold products you couldn't touch, only feel, the new Stories of Hope outlets sell books. The catch this time, however, is that the books on the shelves are filled with nothing but blank pages. Their covers, however, with titles like The Children who learned to Smile, My Grandfather. The Engineer Who was a Super Hero and The Girl who Forgot to Cry, allude to their real purpose, and enclosed in each book is a marker that tells customers they can help each story end happily if they donate to the Red Cross.