Title	BUILDING GRATITUDE
Brand	FRETEX
Product/Service	SECOND HAND STORE
Category	F01. Typography
Entrant Company	KITCHEN LEO BURNETT Oslo, NORWAY
Advertising Agency	KITCHEN LEO BURNETT Oslo, NORWAY
Media Agency	RED MEDIA Oslo, NORWAY
Production Company	HANDVERK Sande, NORWAY
Production Company 2	KILL YOUR IMAGE Oslo, NORWAY

Name	Company	Position
Torkel Bjørnstad Sveen	Kitchen Leo Burnett	Art Director
Ola Øvrelid	Kitchen Leo Burnett	Copywriter
Caroline Weseth	Kitchen Leo Burnett	Graphic Designer
Pia Lystad	Kitchen Leo Burnett	Graphic Designer
Aram Zarkoob	Kitchen Leo Burnett	Creative Produser/Account Manager
Helene Follesøy	Kitchen Leo Burnett	Account Manager
Bjørn Polmar	Kitchen Leo Burnett	Account Director
Rune Kongsro	Freelans	Photographer

Brief Explanation

Fretex is the Salvation Army´s chain of thrift shops in Norway. The profit from sales goes to various social initiatives such as soup kitchens, shelters and rehabilitation. Fretex is a well known institution for collecting and selling textiles, furniture, bit and bobs.

The Brief

The brief was to remind people to donate to Fretex the different furniture, lamps, bits and bobs the don´t need anymore. At the same time to remind people that by giving they also helps others.

How the final design was conceived

Instead of asking for more items to sell, we wanted to show our gratitude for everything people give us. At the same time we wanted to remind people of what they actually can donate. We approached the project as a very hands-on visual project. So the first thing we did was to clear a large area in one Fretex shop (20 x 8 meters). We then started to sort out all the things we could find in the shop, things already donated. Using a pre-defined camera position, we started building different THANK YOUs of lamps, furniture etc. The shop was open throughout the process, and customers of the shop could witness the both the mounting and the finished installations. It was very important for us to not break or destroy anything in the process – so that it could be sold afterwards. By doing this we had the opportunity to say a big thank you to everyone who had donated to us. At the same time the installations worked as a reminder of all the things you actually can donate to Fretex.

Indication of how successful the outcome was in the market

Majestic installations forming the word TAKK (thank you) gave an impressively experience to passersby in the Fretex-shop. Customers played with perspective to find the meaning in the installations. The new approach gave Fretex the possibility to recognize and show gratitude to people that donate to charity. It also worked as a visual reminder of all the things you actually can donate. We also photographed the installations and used the motifs as posters in other shops, as print-ads and as decorations on Fretex-trucks troughout the country.