The Ask: Make Depop the “talk of the town” again by targeting Gen Z in the UK through experiential immersions with a strong emphasis on community.
The Insight: Confidence is not static but evolves through life's imperfections and transitions.
The Idea: Celebrate individuality by empowering everyone to see themselves as a model—no matter where they are in life. We’re inviting people to share their authentic selves and show that confidence isn’t about perfection, it’s about owning who you were and who you are with The Model in Me.
SOCIAL MEDIA
Recruitment
Example Posts
EXPERIENTIAL
Depop Swap Shop
Pop-up stores across the UK in popular cities and fashion centers.
Wall at each location displaying clothing items with unique stories of their previous owners.
Depop branded booths placed around the UK.
The experiential campaign culminates in the opening of The Apparel Archives in London, a museum filled with vintage (and not-so-vintage) clothing with their fondest memories on display.
MUSEUM
The Apparel Archives
PHOTOSHOOT
“Best-dressed” on Instagram win a photoshoot & get put on a billboard with a quote about how their favourite clothes makes them feel.
Art Direction: Khushi Agrawal Strategy & Copywriting: Kenna Lloyd
NOW GO
STRUT YOUR STUFF