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The NEW

Bronze Winner

Entrant: TBWA\Hakuhodo, Tokyo
UNITED ARROWS green label relaxing
"Marionettebot"
  • Corporate Name of Client:
    UNITED ARROWS LTD.
  • Client Account Directors:
    Mitsunori Fujisawa
    Yasuo Uno
    Toru Dodo
    Tatsuya Kimura
    Ikuko Watanabe
  • Agency Account Directors:
    Akira Henmi
    Yukari Toyooka
  • Agency:
    TBWA\Hakuhodo , Tokyo
  • Executive Creative Director:
    Kazoo Sato
  • Copywriter:
    Kanako Ishioroshi - Hakuhodo
  • Art Director:
    Katsuhiro Shimizu
  • Interactive Planner:
    Sachiko Oyamada
  • 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
  • Device Craft:
    Yukio Akiba - gadget
  • Device Programming:
    Tomohiro Akagawa - atelier omoya
  • Marionette:
    Shoichiro Matsuoka
  • Hair & Make Up:
    Noboru Tomizawa
  • Description of the Project:
  • 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.