Fretex: SURPRISE CATWALK

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.