The Retro Boutique Campaign Asks for "Clothes Left Behind"

By: Meghan Young - Published: May 24, 2012 • References: ogilvy & ibelieveinadv
The Retro Boutique campaign centers around two beautiful images of elderly people ascending into a heavenly light as they reach the much-anticipated pearly gates. Even more anticipated, however, are the clothes that they leave behind as they go to the other side. An adorable and funny concept, the Retro Boutique campaign illustrates the latter point by showing these grandparents in the nude.

Created by the Ogilvy & Mather ad agency based in Argentina, the Retro Boutique campaign reads simply, "Clothes left behind." The original vintage store offers to take them off the hands of loved ones so that they can make other people as happy as they did the original owners.

The Retro Boutique campaign was art directed by Daniel Corrêa with creative direction by Juana O’Gorman and Tamara Litovsky and photography by Ale Burset. Stats for Heaven-Entering Grandparent Ads Trending: Older & Mild
Research: 2,377 clicks in 209 w
Interest: 1.2 minutes
Concept: Retro Boutique Campaign
Related: 33 examples / 25 photos
Segment: Neutral, 12-55+
Comparison Set: 12 similar articles, including: iconic pet character ads, logo tattoo ads, and transforming vehicle ads.