The fact that local consignment shop Fashion Go-Round had no budget for their awareness campaign didn’t faze the creative guys at Toronto’s Arnold Worldwide. ‘The campaign probably cost around $100,’ explains Chris Hall, associate CD on the project. ‘It’s literally a rubber stamp and some stickers.’ The strategy, he explains, fell out of the store’s belief that ‘everything gets a second chance.’ In March, the creative team and some of the Fashion Go-Round folks went out to local doctors’ offices with fashion magazines to donate. Flip through the pages of the magazine and you’ll find branded stickers hawking the local consignment store on fashion print ads. The stickers bear the message: ‘Available soon at the Fashion Go-Round Consignment clothing store, where everything gets a second chance.’ Shopping bags and business cards bearing the logos of the Gap, Banana Republic and Talbots (among others) got the same treatment. Used shopping bags used to carry away purchases from the store bear Fashion Go-Round’s stickers and the rubber stamps obliterate original business cards culled from employees’ past shopping trips.
Hall says: ‘[The challenge was] how do we do this in a respectable way? We wanted to give a small, local retailer a presence with some big brand thinking.’
