A store activation idea that harnessed the power of social media.
Flyers and in-store posters captured the imagination of over 70 potential candidates who were dressed, styled and photographed at the store.
The photo shoot was then uploaded to the G-Star facebook page, allowing people to vote for their favourite.
Just through this one day event the Local Model contest appeared in facebook newsfeeds over 500,000 times, created brand advocates and launched the career of Eindhoven's next top model (probably).