El Lagar

Hardwear Style

Agency: Garnier BBDO


From hardware store to trend setters.


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.


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.


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.


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.

This professional campaign titled 'Hardwear Style' was published in Costa Rica in April, 2022. It was created for the brand: El Lagar, by ad agency: Garnier BBDO. This Digital and Direct media campaign is related to the Fashion, Household Products, and Other industries and contains 1 media asset. It was submitted about 1 year ago.


Agency: GarnierBBDO.
Chief Creative Officer: Chepe Antillón.
Creative Directors: Ana Calvo, Allan Fonseca.
Art Directors: Diego Campos, Yoshua León.
Copywritters: Pamela Orozco, Arianna Montoya, Sergio Chinchilla.
Designers: Christian Araya, Francis Peraza.
Account Director: Carlos Obando.
Account Executive: Gloriana Gámez.
Planner: Viviana Castillo.
Chief of Production: Tomás Jankovich.
Producers: Erick Pérez, Ariana Rodríguez.
Photographer: Esteban Ávila.
Post-production: Diego Juárez.


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