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.
Heaven-Entering Grandparent Ads
The Retro Boutique Campaign Asks for "Clothes Left Behind"
Trend Themes
1. Retirement Fashion Reuse - Opportunity for vintage clothing stores to target families of deceased loved ones and inherit their wardrobe for resale.
2. Humorous Afterlife Ads - Potential for advertising agencies to use humor in advertising products or services related to death and the afterlife.
3. Elderly Model Representation - The fashion industry can capitalize on using models of all ages, including the elderly, to promote clothing and accessories.
Industry Implications
1. Vintage Clothing Retail - Vintage clothing stores can benefit from this campaign by targeting families of deceased loved ones and offering to take clothing off their hands.
2. Advertising and Marketing - Advertising agencies can explore the use of humor in advertising death and afterlife-related products or services.
3. Fashion and Modeling - The fashion industry can consider adding more diverse age-range models to their campaigns, including elderly models.