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Bronze Winner

Entrant: Kitchen Leo Burnett, Oslo
"Surprise Catwalk"
Corporate Name of Client: The Salvation Army
Client Account Director: Trine Gjermundbo
Agency Account Director: Rune Rolsvig
Agency: Kitchen Leo Burnett, Oslo
Copywriter: Thomas Askim
Art Director: Eirik Stensrud
Assistant Art Directors: Christian Lauritzen/Ingvild Selliaas
Inhouse Producer: Hanne Kopstad

Basic description of the project:
Fretex is a secondhand 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. A real size catwalk was installed outside the main Subway Station, and the unsuspecting passengers were 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". The event created big buzz in fashion blogs, local media were present and video clips from the event was shared in different social media.

LIA 2011©

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