North Vancouver Store Stages Fake Break-In for Unique Ad Campaign

A clothing store in North Vancouver has captured attention by orchestrating a fake break-in as part of a promotional campaign. Basico Branco, known for its premium sustainable clothing line, posted a video on Instagram detailing a supposed break-in at its showroom. In the video, designer Austin Ottone claims, “While we were in Portugal, someone broke into our studio,” adding, “They basically emptied out our showroom.” The serious tone of the video successfully misled many followers, generating a wave of sympathetic comments.

The response was overwhelmingly supportive, with one follower expressing, “Sending good vibes, will be on the lookout for sure.” Another business, Sparrow Handmade, offered condolences, stating, “This is brutal — so sorry this happened to you. So distressing for you!” The post received over 200 comments, indicating that the stunt had effectively engaged Basico’s audience.

Just one day later, the store revealed the prank in a follow-up video, which shifted to a more humorous tone. This second video clarified the situation, prompting reactions from viewers. One comment read, “So it’s fake?” while another user remarked, “You guys made us feel bad 🙄.” Despite some initial concern, many viewers appreciated the creativity of the campaign.

The prank was part of a broader strategy to launch a month-long promotion leading up to Black Friday. According to the Basico Branco website and information shared with the media, the initial rollout plan was adjusted due to the immediate and enthusiastic responses from followers. The brand decided to accelerate the announcement and offered early discounts to those who engaged with the stunt.

We reached out to the North Vancouver RCMP to inquire about any potential legal issues stemming from the campaign. The police confirmed that no wrongdoing occurred, stating that it only constitutes a crime if a false report is made to law enforcement.

In a statement to Daily Hive, a representative from Basico explained, “We’re all jokesters and love having fun making engaging content. This was also inspired to make light of a previous break-in that occurred earlier this year.” They emphasized that their network is familiar with their humor, and this campaign simply showcased their playful approach to marketing.

Basico Branco’s engagement with its audience through this unconventional method raises questions about the balance between creativity and appropriateness in advertising. As the campaign unfolds, reactions from the public continue to shape the narrative around this unique marketing strategy.