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Arkaden makes a fashion statement, but size matters


As part of its fall campaign and to show the customers that it has a great collection, Arkaden, a fashion mall in the centre of Gothenburg, decided to try something new for them. It has come down to the street with an idea, inspired by the creative support from Dragster, Göteborg.

To make people to visit the mall and try the new fall collections, they moved the dressing room outside to let the people in Gotenborg try the clothes on outside the street. Ad shells were made out of mirrors and cut out with ‘’get fabulous’’ messages were created. The intention of this effort was to tempt the customers to visit the mall to try out its new collection.

However, there is a problem with this effort. What if the cut out not suitable for a particular person? If the cut out is too high for a particular person or if the size does not fit to his physical nature, the effort will be fruitless for that particular person.


Advertising Agency: Dragster, Göteborg, Sweden

Creative Director / Art Director: Dan Stendahl

Copywriter: Catja Björklund

Illustrator: Caspar Ekwall

Photographer: Digitalstudion

Other additional credits: Therese Olander, Petter Jarenskog, Martin Johansson, Martin Joelsson, Maria Melkersson, Jessica Nilsson, Freddy Olsson, Jonas Skoglund

Via: Direct Daily

Dr Prem Jagyasi

Dr Prem Jagyasi

Author, Chartered Consultant, Personal Branding Expert & Global Trainer at DrPrem.com
Author of several life improving guide books – Dr Prem is an award winning strategic global leader, successful chartered consultant, personal branding expert and global trainer.  Dr Prem has traveled to more than 40 countries to work with above 150 international organisations and to speak in global conferences. Dr Prem has published several guide books and numerous niche websites which have millions of reader across the globe.
Dr Prem Jagyasi
Dr Prem Jagyasi

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