DE KRINGWINKEL: MORE THAN A BRAND

DE KRINGWINKEL: MORE THAN A BRAND

De Kringwinkel is saving the world. Or is making good progress. Because the items that are brought in and recycled each year make for savings equal to 60 000 tons of co² emissions. All the people who work there are people with limited opportunities. You can snap up unique pieces for a song and shopping at De Kringwinkel makes you feel good. Summing up all these advantages in one line is impossible. Even though Wie kringt, die wint comes close. Below we provide a selection of two years of our work for De Kringwinkel.

ALWAYS ON THE LOOKOUT FOR THINGS THAT TELL A STORY?

17 October was the day: the Flemish Recycling Shops opened their doors. We were responsible for the accompanying campaign showing the relationship between people and the recycled items.

The 'Things with a story' campaign line was a continuation of the spring campaign. Choco highlighted the notion that everything you buy in a recycling shop has already lived an entire life: every item has a story to tell. Sometimes literally too, in the radio campaign you could hear an old teapot who couldn’t hold his spluttering spout and a still-life with a penchant for gossiping.

'De Kringwinkel' also launched a website: www.kringverhalen.be, a site which collects stories about recycled goods. True narratives on this occasion, as sent in by customers. You can also submit your story and perhaps even win a prize. So what's keeping you?

RECYCLING; ALWAYS A WINNER. ARE YOU IN?

The person who brings something along to a recycling shop has an implicit connection with the person who buys the item. We chose this additional social element as the base for the 2015 spring promotion. The campaign consisted of series of three images, with the giver and buyer blinking in the spotlight. They pose next to each other, each in their own home setting, arranged between them the connecting item: a chair, a table or a train set. The campaign highlights the link between the two people, in stylish, striking images backed by a fascinating narrative. Enough to make us blink ourselves…

In-store communication

There is also a lot to communicate in and around the 125 Kringwinkels. So we created posters for Dag van de Kringwinkel (Thrift Shop Day) and for Retrodag (Retro Day). We brought items to life and gave them character by sticking eyes on them and hiding small cards in items to thank people for their purchases. And to clearly present the Kringwinkel cycle, we produced an animation film in which we follow an item from donor to buyer.

Action!

De Kringwinkel wants as many Flemish people as possible to commit to consuming less in a more conscious manner. Also from an original angle: at the end of 2014, we organised a campaign to encourage people to give a homemade, original Christmas gift. To this end we designed a mini site and created the Facebook group 'a part of me'. A successful campaign that we will repeat every Christmas from now on. Hopefully with more participants year-on-year.