Fashion brands usually spend millions on models. And the client, photographer, and casting agency spend weeks and weeks on deciding who to use in the ads. In this campaign, we wanted to show that Åhléns sees beauty in everyone, so we decided to ditch that entire process. Which means no selection, and no exclusion.
Instead, we invited everyone to model, and the first 100 people who showed up became Åhléns’ new faces. For two days, we turned Åhléns’ biggest department store into a photo studio. There were stylists, make-up artists, fashion photographers, retouchers and a film director. We completed the ads one after the other and immediately published them on Facebook, Instagram, åhlens.se, and on digital billboards. During the two-day event we also made nine films, which started rolling on-air just 36 hours after the event.