On Monday night at the 2017 David Ogilvy Awards, CBC and our client Garnet Hill took home gold in the “Reinventing Traditional Media” category for the Beautiful, Naturally Garnet Hill Mobile Boutique.
Named after advertising legend David Ogilvy, the ARF David Ogilvy Awards celebrate the critical role of insights that inspire great advertising. In the category of “Reinventing Traditional Media” Advil’s “Distant Memory” campaign took Silver and TD Bank Group’s “Official Partner of Big Dreams” campaign took Bronze.
The Garnet Hill Mobile Boutique, a 350-square foot refurbished shipping container, is part mobile showroom, studio, and pop-up brand experience. It made its pilgrimage throughout the summer of 2016, beginning in Franconia, NH and wrapping up in New York City. But not only that, it acted as a living, breathing billboard.
Built to feel like a tiny home where customers can literally touch, feel, and shop all of Garnet Hill’s select products, the boutique is equipped with all of the homey essentials including a kitchen, bathroom, bedroom, closet, and a roof deck.
More than just a shopping experience, the boutique embodies the brand’s essence. It was used to host community events including wine tastings, farm-to-table meals, art shows, and more.
Lastly, the boutique acted as a broadcasting platform for Garnet Hill’s digital and social media channels. Live and produced content was shot with various partners such as Apartment Therapy and influential lifestyle bloggers.
Read about the whole story behind the pop-up experience here. The Mobile Boutique plans to hit the road again in 2017 so keep an eye out for announcements on Garnet Hill’s blog THREADS, or follow #GHMobileBoutique on Instagram.