M09. Other Digital Solutions

Gold
CAMPAIGN
Marionettebot
AGENCY
TBWA HAKUHODO, Japan
CLIENT
UNITED ARROWS LTD.
BRAND
UNITED ARROWS green label relaxing
DETAILS
OVERVIEW

-Stores themselves are facing more and more competition for traffic, losing customers daily to online shopping sites. While selling online grows, Japan’s largest apparel store Green Label Relaxing wanted to make better use of its real world assets – and bring people into the store to experience the brand firsthand. Located in heavily trafficked areas, the logical choice was to re-invigorate that old media of fashion – the show window. 

-So we launched a campaign to innovate the show window – but not just to ‘digitize’ it – we wanted to bring it to life. We developed the world’s first interactive mannequins by incorporating Kinect sensor technology into a marionette. While show windows are less and less effective these days, we used the latest technology to turn the traditional media “show window” into a most innovative – and effective - medium.

-The core communication target was ‘20-something shoppers’ out and about looking for fashion.

CREDITS OF PEOPLE

Kazoo Sato, Executive Creative Director, TBWA HAKUHODO
Katsuhiro Shimizu, Art Director, TBWA HAKUHODO
Sachiko Oyamada, Planner/Interactive Planner, TBWAH AKUHODO
Kanako Ishioroshi, Planner/Copywriter, Hakuhodo
Akira Henmi, Accoount Executive, TBWA HAKUHODO
Yukari Toyooka, Accoount Executive, TBWA HAKUHODO
Koji Eguchi, Producer, TAIYO KIKAKU
Hirotaka Tochihara, Producer, TAIYO KIKAKU
Maiko Shimada, Production Manager, TAIYO KIKAKU
Yuri Hirano, Production Manager, TAIYO KIKAKU
Shota Kusayanagi, Production Manager, TAIYO KIKAKU
Seiichi Saito, Technical Creative Director, Rhizomatiks
Motoi Ishibashi, Device Design, Programming, Rhizomatiks
Yoichi Sakamoto, Device Architect, Rhizomatiks
Hiroyuki Hori, Visual Programmer, Rhizomatiks
Hiroyasu Kimura, Web Designer, Rhizomatiks
Takashi Suzuki, Sensor Programmer, buffer renaiss
Yukio Akiba, Device Craft, gadget
Tomohiro Akagawa, Device Programming, atelier omoya
Shoichiro Matsuoka, Marionette
Noboru Tomizawa, H&M