The customer becomes the stylist for British retailer Warehouse's new fall/winter 2013 campaign, called "Style me if you can."
An online competition invited participants to use the collection to come up with looks for nine different occasions -- including a job interview, walking the dog, visiting a bookstore, cocktails, and a movie – to compete for a trip to Paris, Milan or New York, as well as a credit in the video and print advertising campaign.
Brooklyn Brothers's London office created a short films showcasing the winning outfits, with each one featuring in its own mini-episode. All 5,000 entrants then received the nine episodes on the day before launch, so that the winners found out only when they saw their names in the credits.
For the Sept. 5 launch, one episode was sent to Warehouse customers every 90 minutes, underpinning the store's remarkable guarantee of a 90-minute courier delivery service for online orders in London. The film can also be seen on the retailer's website and on social media channels, as well on by using the Warehouse app in conjunction with hang-tags in-store at point of sale.
Warehouse, part of the Arcadia Group that owns Topshop, was founded in 1976 and is aimed at young women aged 18 to 35. It now owns 464 stores and concessions across 21 countries.