REDESIGN by Kitchen Leo Burnett Oslo for Fretex

Adsarchive » Promo » Fretex » REDESIGN

REDESIGN

Pin to Collection
Add a note
Industry Retail, Distribution & Rental companies, Charities, Foundations, Volunteers
Media Promo & PR
Market Norway
Agency Kitchen Leo Burnett Oslo
Art Director Anne Gravingen, Ingvild Selliaas
Copywriter Bendik Romstad
Released January 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FRETEX - SALVATION ARMY SECOND HAND SHOP
Product/Service: SECOND HAND SHOP
Agency: KITCHEN LEO BURNETT
Date of First Appearance: Jan 21 2010 12:00AM
Entrant Company: KITCHEN LEO BURNETT, Oslo, NORWAY
Copywriter: Bendik Romstad (Kitchen)
Art Director: Anne Gravingen (Kitchen)
Art Director: Ingvild Selliaas (Kitchen)
Account Executive: Rune Roalsvig (Kitchen)
Account Manager: Mette Løland (Kitchen)
Media placement: Stunt - Salvation Army Second-Hand Shop - 21 January 2010

Describe the objective of the promotion.
The Salvation Army Second Hand Shop sells second-hand clothing, and Salvation Army Redesign makes something new out of used garments. Textiles given to Salvation Army are being transformed into high quality and high fashion products, such as skirts, dresses and pillows. The participants in different rehabilitation programmes are doing most of the work. With this stunt at the Salvation Army Secondhand Shop - Unika -, we wanted to create attention around not only redesigned clothing, but also make a connection between the clothes and who, and what, the Salvation Army is and what they stand for. The theme of the stunt was 'blessedly cheap'.

Describe how the promotion developed from concept to implementation
A stunt was executed at Salvation Army Unika in Markveien. New clothes were designed from old clothes and were scattered around the redesign department with the theme ‘blessedly cheap’. Shoes were walking on the sea, gloves had stigmata, underwear with fig leafs, headband as crown of thorns and hats with glories. Some were in the window, others on racks, and if you visited the store in the campaign period you got the experience of who and what the Salvation Army is. Christian clothes from a Christian Store.

Describe the success of the promotion with both client and consumer including some quantifiable results
The clients in the Salvation Army Second-hand Thrift stores all got a superb execution of what the Salvation Army stands for and what their core values are through their Redesign—campaign.

Explain why the method of promotion was most relevant to the product or service