Traid Classic Hipsters in Stone
Traid, the UK charity clothes store, promoted its vintage range with a print advertising campaign featuring classical marble statues dressed in vintage second hand clothes with the campaign line “Classic Vintage Clothing.” The campaign was an adaptation of “Hipster in Stone”, a project by French photographer Leo Caillard, and comprised of national press, outdoor and in-store activity across all its stores. Traid aims to protect the environment by diverting clothes from landfills and raises funds for overseas development projects. In addition to the four Traid advertisements, we’ve included five more of Leo Caillard’s Hipster in Stone photographs.
The Classic Vintage Clothing campaign was developed at RKCR/Y&R, London, by creative director Mark Roalfe, copywriters/art directors Algy Sharman and Al Brown, photographer Leo Caillard, art buyer Lisa Dickinson, typographer/retoucher Lee Aldridge, retoucher Charlie White, print producer Scott Ketcher, working with Traid UK head of communications Leigh McAlea.