2012 Winners & Shortlists

Results and Effectiveness

The awareness about the Chickpeas vintage pop-up shop grew immensely with approximately 80 people turning up for the 1-day event – doubling the attendance of the previous event. The Chickpeas website also gained popularity with 980 new visitors from 35 countries/territories worldwide.

Creative Execution

To demonstrate the travelling pop-up shop, we literally used a travelling mechanism. We simply placed covers on parked cars in prime areas of Dubai’s Media City. The twist was, each cover had a printed vintage car on it. The charming covers drew passers-by, who picked up a leaflet from the car windshield and find out that this was actually a communication piece announcing Chickpeas’ next travelling vintage pop-up shop.

Insights, Strategy and the Idea

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 different areas of town. Our audience consists of eclectic and art-inspired individuals who like visiting galleries, vintage markets etc. With the task to find individuals with such taste, we targeted the industry that was most closely related – Art & Media. With a limited advertising budget, we had to creatively capture our audiences’ attention and inform them about ChickPeas’ next vintage pop-up shop.