2012 Winners & Shortlists

The Brief

Chickpeas is a clothing retailer of vintage clothing as well as unique vintage keepsakes. They mainly sell online however the exciting aspect of their business is the vintage pop-up shops – spur-of-the-moment shops that come up in eclectic and art-inspired venues like galleries, vintage markets and other strategic locations. We had to remind people that vintage clothing has a wonderful appeal of its own and drive awareness about Chickpea’s travelling vintage pop-up shops that were soon coming to the area.

Creative Execution

Dropping a vintage travel case at people’s doorsteps was like inviting them to literally pick it up right then and travel back in time to the vintage era with Chickpeas. Through the leaflet, the audience realized that they were on the threshold of an exciting journey through time. All they needed to do was pick up the bag and come to the neighbourhood pop-up shop and see how they could bring home pieces of the bygone era in their bags.

Describe the creative solution to the brief/objective.

To transport our audience back to the chic and nostalgic appeal of vintage apparel and accessories, we dropped off a bag with a beautiful vintage travel case printed on it. The bag also came with a leaflet, showcasing parts of Chickpeas’ vintage collection, and encouraged recipients to visit the facebook page for details on the next pop-up shop coming to their very own neighbourhood.

Results

After realizing that the Chickpeas vintage pop-up-shop would be coming to the area, residents flocked to the event that took place on 27th Jan, 2012. With over 80 visitors turning up for the one-day event, attendance more than doubled since the previous vintage market in May. To the delight of Chickpeas, the sales figures increased by 40%, significantly surpassing the event investment, and placing the brand comfortably into the profit zone.