| Title | THE EMPTY TOY SHOP |
| Brand | FRETEX / (SALVATION ARMY THRIFT SHOP |
| Product/Service | POP UP TOY STORE |
| Category |
A13. Not-for-profit / Charity / Governemt |
|
Entrant
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KITCHEN Oslo, NORWAY
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Idea Creation
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KITCHEN Oslo, NORWAY
|
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Media Placement
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KITCHEN Oslo, NORWAY
|
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Media Placement 2
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TRY OPT Oslo, NORWAY
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Media Placement 3
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VIZEUM Oslo, NORWAY
|
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PR
|
ISOBAR NORWAY Oslo, NORWAY
|
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Production
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KITCHEN Oslo, NORWAY
|
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Production 2
|
WILLY NIKKERS Oslo, NORWAY
|
Credits
| Bendik Romstad |
Kitchen Leo Burnett |
Copywriter |
| Ole Henrik Stubberud |
Kitchen Leo Burnett |
Art Director |
| Anne Gravingen |
Kitchen Leo Burnett |
Art Director |
| Tom Andersson |
Kitchen Leo Burnett |
Art Director |
| Asbjørn Kessel |
Kitchen Leo Burnett |
Art Director |
| Marianne Sæther |
Kitchen Leo Burnett |
Graphic design |
| Marianne Lund |
Kitchen Leo Burnett |
Account manager |
| Heidi Evans |
Kitchen Leo Burnett |
Account manager |
| Aram Zarkoob |
Kitchen Leo Burnett |
Account manager |
| Anett T. Røkke |
Kitchen Leo Burnett |
Client director |
| Lise Marie Mørkved |
Kitchen Leo Burnett |
Digital director |
| Adam Gruner |
Kitchen Leo Burnett |
Motion graphic |
| Silje Strømmen |
Kitchen Leo Burnett |
Content producer |
| Fridtjof Hødnebø |
Kitchen Leo Burnett |
Head of Performance |
| Halvor Lid |
Willy Nikkers |
Producer |
| Emilie Norenberg |
Kitchen Leo Burnett |
Director |
Why is this work relevant for Brand Experience & Activation ?
We wanted to do something different for the Norwegian Salvation Army's thrift shop, so we made a pop up store for used toys. In that way children experienced the joy of giving and adults could experience the joy of buying second hand for their children.
Background
The world does not need more plastic toys, and Norwegian children already have an average of 600 toys each. We wanted to change the stigma around buying used.
Describe the creative idea
We opened Children's Fretex just before Christmas. It was a completely empty store that the children could fill with toys they did not need anymore. Then we reopened the store, filled with used toys that people could buy as Christmas presents.
Describe the strategy
We wanted to reach adults through their children and in the context of giving away things you don't need and buying second hand.
Describe the execution
We opened a pop up store in one of Oslo's most prominent department stores in November and started inviting children and their parents to give us their used toys. Then we opened the store in December and sold the used toys for Christmas.
List the results
Politicians and TV stations also took the trip and during the most hectic weeks of the year we managed to increase the desire in Norway to buy used with over 23%.