Fretex: SURPRISE CATWALK by Kitchen Leo Burnett Oslo for Fretex

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Fretex: SURPRISE CATWALK

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Industry Public awareness
Media Ambient
Market Norway
Agency Kitchen Leo Burnett Oslo
Art Director Eirik Stensrud
Copywriter Thomas Askim
Producer Hanne Kopstad
Account Supervisor Rune Roalsvig
Released June 2011

Awards

London International Awards 2011
Non-Traditional Retail Bronze

Credits & Description

Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: SURPRISE CATWALK
Advertiser/Client: FRETEX
Product/Service: SALAVATION ARMY SECOND HAND SHOP
Entrant Company: KITCHEN LEO BURNETT Oslo, NORWAY
Advertising Agency: KITCHEN LEO BURNETT Oslo, NORWAY
Art Director: Eirik Stensrud
Copywriter: Thomas Askim
Advertiser's Supervisor: Trine Gjermundbo
Account Manager: Mette Loland
Account Supervisor: Rune Roalsvig
Producer: Hanne Kopstad
Other Credits: Ingvild Selliaas/Christian Lauritzen
Description of Ambient execution:
An ordinary subway exit turned into a
Surprise Catwalk
Background:
Fretex is a second hand clothing chain run by the Salvation Army. During Oslo Fashion Week we wanted to create awareness of our stores in a different and unique way.
Solution:
A realsize catwalk was installed
outside the exit of a main Subway Station, and the unsuspecting passengers were used as models. The models presented what might be the future Fretex fashion; the clothes they are wearing today. People were cheered on with applause from a professional runway audience and catchy “Catwalk Music”.
Insight:
Our coming collection Is the clothes people are wearing today.
Results:
The event attracted various media and video clips from the fashion show spread rapidly through fashion blogs and social media across the world.