The new retail format 1982 started with six stores. It therefore required an attention-catching campaign which fitted the image of a fashion brand but took place on a local scale, to minimise waste coverage.

We initiated six local model contests to determine a 1982 face for each store. As well as working with radio stations and local city magazines, potential customers were targeted through live casting events at popular venues in each city. But participation was also open to those staying at home, inviting them to upload photos to the campaign website. A jury then identified three finalists who were invited to a photo shoot in Berlin. The winners were announced at the various store openings which were then reported in the local press.

Client: 1982