Underground Catwalk

Here’s a very simple yet effective ambient campaign from The Salvation Army in Oslo, that manages to push the charity’s Fretex brand of clothing stores by placing everyday people on an impromptu urban catwalk.

The Norwegian Salvation Army owns Freetex, a social enterprise dating back to 1905, which sees the Christian charity running 43 second-hand shops across the region. During the run up to Oslo Fashion Week the charity decided to stage an outdoor event to promote the ‘new range’ at its various shops. However, with their new range actually being second hand  they decided to promote the clothing that people wear everyday.

A tube station exit was designed to emulate a couture fashion catwalk, complete with resident DJ, a runway, a string of applauding fashionistas and eager photographers, all ready to capture unsuspecting passers by in their own clothing.

A basic premise, but one that managed to turn everyday people into models and promote the fact that what people are wearing today could well be in their stores tomorrow.

Charity shops are an underground fashion stalwart, and The Salvation Army manages to elevate the often stuffy image of second hand clothing here by aligning with a key event in an intriguing and highly personable way

Warner Music Group has disabled the soundtrack on the main video below – but we managed to find some others that give a better indication of the audio experience for those surprised participants struggling out of the underground.

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