Hardwear Style

From hardware store to trend setters.

Context:

One of the most important parts of the music festival experience, is choosing the perfect outfits. People spend days and even weeks, planning the perfect look.

That’s why, during Picnic, Costa Rica's favorite two-weekend music festival, outfit inspo dominated social media. Until this content was overpowered by hundreds of incredible looks ruined by the weather on the first weekend.

Weekend two was around the corner, and the conversation was all about wether it was going to be as rainy as the first.

Insight:

For this edition of Picnic Music Festival, the perfect outfit could not be found in any fashion store; instead it was where people least expected it: in the aisles of our hardware store.

Idea:

Understanding upcoming social media trends and inspired by top Pinterest boards we created a lookbook that combined Gen Z fits with our winter and construction products. Construction boots, pvc raincoats and survival ponchos, mixed with crop tops, neon turtle necks and cowboy jackets.

Results:

With a budget production of less than $1000, we made $264.000 on sales in a week. The most successful content and activation in brand history, attracting a new generation of consumers to our stores.