Fretex: REDESIGN

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