Gallery/

Style picking

Idea: Let’s bring fashion to the streets and get kids to pick up on it. On a pre-arranged morning we left 100 bags with sneakers, hoodies, headphones, jeans etc. worth around 10,000€ on the streets of Tallinn, Estonia. The stunt was hyped beforehand on a local radio station but the date was kept secret. On the actual morning an ad in the local newspaper guided kids to a photomap at galleryshop.ee. In the bags themselves there was also an incentive to call the radio station. The calls were then played on later shows. The same concept was also executed in Tampere, Finland. Both events managed to attract a lot of press coverage.