Fretex/The Salvation Army – Surprise Catwalk


The brief
Fretex is a second hand clothing chain operated by the Salvation Army. Oslo Fashion Week is a big annual happening for the Norwegian fashion industry, and it was a goal for Fretex to be a part of it. The main objective was to create publicity in the media about Fretex and their second hand
operation and the fact that they need more clothes for their operation. Second the objective was to lead fashion oriented bloggers, journalists and people working within the fashion industry the Fretex Fashion Fanpage on Facebook. The target was everyone involved in the fashion industry, but also most people in Norway that have an interest in fashion.

The creative solution
The creative solution of the dramatizing is highly relevant by the placement of where the event took place. The subway-station exit is next door to the Oslo City Fashion Mall where more than 100.000 people go through every day. The event created highly awareness by passers-by and also in the aftermath created more than 150.000 downloads of the film of the event, through norwegian internet online sites and in social media. The client received a big boost in the awareness on their own website and had a 40% increase in the delivery of recycled clothes in the next 4 weeks. Flyers were also handed out to people at the event to promote awareness

We installed a fashion catwalk at a central subway exit at the most central place in Oslo, and used the subway passengers as our models. Normal people were unexpectedly taken by big surprise, being featured on the Fretex catwalk, and demonstrated in that way next years collections. Along the runway and the red carpet used as the platform, there was also well-known fashion stylists, journalist and models being the expert audience, and a well known DJ taking care of  the music in a way that matched the different models..

The results
The event created a lot of publicity in the media. The largest tabloid newspaper; VG, made a 3 minute long documentary and placed is as their head TV-story that day, and moved it to the editorial fashion content later. More than 300.000
was exposed for the film the first week. Several other media had good coverage about the event and the footage spread rapidly on social medias across the world. Second the objective was to lead fashion oriented bloggers, journalists and people working within the fashion industry the Fretex Fashion Fanpage on Facebook. After the event there has been an increase of 2.500 members from 6.000 to more than 8.000 members.

Advertising Agency: Kitchen Leo Burnett, Oslo
Art Director: Eirik Stensrud
Copywriter: Thomas Askim
Year: 2011
Silver Lion


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