MUSICAL FITTING ROOMS

Short List
TitleMUSICAL FITTING ROOMS
ClientSTARHUB
Product / ServiceONLINE MUSIC STORE
CategoryC06. Digital Outdoor
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE

Execution

The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking that insight, we combined music and fashion – two powerful forms of self-expression for the youth – with RFID technology to create a hyper personalised experience. We created Musical Fitting Rooms. These fitting rooms suggest music tracks that best suit the style of clothing being tried on. The idea was implemented across 8 fashion labels that are popular with the youth, turning fitting rooms in the city into interactive in-store installations.

Credits

Name Position
Neil Johnson Chief Creative Officer
Joji Jacob/Jeff Cheong Executive Creative Director
Thomas Yang Creative Director
Lester Lee/Mark Lim/Selena Soh Copywriter
Khalid Osman/Elmy Thong Art Director
Rowena Bhagchandani/Brenda Bey/James Tan Account Manager
Yeo Wee Lee (Head Of Technology)/Ciaran Lyons (Associate Director Of Technology) Other Credits