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The NEW
Bronze Winner
Entrant:
TBWA\Hakuhodo,
Tokyo
UNITED ARROWS green label relaxing
UNITED ARROWS green label relaxing
"Marionettebot"
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Corporate Name of Client:UNITED ARROWS LTD.
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Client Account Directors:Mitsunori Fujisawa
Yasuo Uno
Toru Dodo
Tatsuya Kimura
Ikuko Watanabe -
Agency Account Directors:Akira Henmi
Yukari Toyooka -
Agency:TBWA\Hakuhodo , Tokyo
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Executive Creative Director:Kazoo Sato
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Copywriter:Kanako Ishioroshi - Hakuhodo
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Art Director:Katsuhiro Shimizu
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Interactive Planner:Sachiko Oyamada
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Production - Taiyo Kikaku:Koji Eguchi
Hirotaka Tochihara
Maiko Shimada
Yuri Hirano
Shota Kusayanagi -
Production - Rhizomatiks:Seiichi Saito
Motoi Ishibashi
Yoichi Sakamoto
Hiroyuki Hori
Hiroyasu Kimura -
Sensor Programmer:Takashi Suzuki - buffer renaiss
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Device Craft:Yukio Akiba - gadget
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Device Programming:Tomohiro Akagawa - atelier omoya
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Marionette:Shoichiro Matsuoka
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Hair & Make Up:Noboru Tomizawa
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Description of the Project:
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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 strategy was to create a complete campaign that would engage potential customers on the street, motivate them to shop, and also encourage them to share the experience online.
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