Title | MUSICAL FITTING ROOMS |
Brand | STARHUB |
Product / Service | ONLINE MUSIC STORE |
Category | C06. Digital Outdoor |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
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 |
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.