Title | MUSICAL FITTING ROOMS |
Brand | STARHUB |
Product / Service | ONLINE MUSIC STORE |
Category | A01. Creative Effectiveness |
Entrant | DDB GROUP SINGAPORE, SINGAPORE |
Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
Name | Company | Position |
---|---|---|
Neil Johnson | DDB Group Singapore | Chief Creative Officer |
Joji Jacob | DDB Group Singapore | Group Executive Creative Director |
Thomas Yang | DDB Group Singapore | Creative Director |
Khalid Osman | DDB Group Singapore | Associate Creative Director/Art Director |
Lester Lee | DDB Group Singapore | Creative Group Head/Copywriter |
Mark Lim | DDB Group Singapore | Copywriter |
Elmy Thong | DDB Group Singapore | Art Director |
Selena Soh | DDB Group Singapore | Copywriter |
Jeff Cheong | DDB Group Singapore | Head Of Tribal Ddb |
Yeo Wee Lee | DDB Group Singapore | Head Of Technology |
Ciaran Lyons | DDB Group Singapore | Associate Director Of Technology |
Rowena Bhagchandani | DDB Group Singapore | Chief Client Officer |
Brenda Bey | DDB Group Singapore | Account Director |
James Tan | DDB Group Singapore | Account Manager |
Adopting the technique known as a mash-up, we combined music and fashion for StarHub Online Music Store. Our idea was to introduce youths to music that matched their fashion styles. And in that endeavour, introduce them to a Music Store that matched their dynamic lifestyle. We tagged RFID chips to clothes which trigger RFID reader installed in Musical Fitting Room to play a music track from the StarHub Music Store. In the end, we didn’t just introduce youths to music that matched their styles, we introduced them to a Music Store that understands and matches their lifestyle.