Short List
CategoryA07. Point of Sale
Entrant Company TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency TBWA\HAKUHODO Tokyo, JAPAN


Name Company Position
Shoichiro Matsuoka Marionette
Tomohiro Akagawa atelier omoya Device Programming
Yukio Akiba gadget Device Craft
Takashi Suzuki buffer renaiss Sensor Programmer
Hiroyasu Kimura Rhizomatiks Web Designer
Hiroyuki Hori Rhizomatiks Visual Programmer
Yoichi Sakamoto Rhizomatiks Device Architect
Motoi Ishibashi Rhizomatiks Device Design/Programming
Seiichi Saito Rhizomatiks Technical Creative Director
Shota Kusayanagi Taiyo Kikaku Production Manager
Yuri Hirano Taiyo Kikaku Production Manager
Maiko Shimada Taiyo Kikaku Production Manager
Hirotaka Tochihara Taiyo Kikaku Proucer
Koji Eguchi Taiyo Kikaku Proucer
Yukari Toyooka TBWA\HAKUHODO Accoount Executive
Akira Henmi TBWA\HAKUHODO Accoount Executive
Kanako Ishioroshi Hakuhodo Planner/Copy Writer
Sachiko Oyamada TBWA\HAKUHODO Planner/Interactive Planner
Katsuhiro Shimizu TBWA\HAKUHODO Art Director
Kazoo Sato TBWA\HAKUHODO Creative Director/Planner
Noboru Tomizawa Hair Make

Brief Explanation

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 Brief

With the spread of online shopping in the apparel industry in recent years, people who buy things at stores are decreasing. And even when people are out shopping, there is little news for them – they’ve already checked things online. People no longer “window shop.” Our main task was to attract passersby to come in the store; people who are out shopping but may be just passing us by on their way to another shop. Our second objective was to create buzz online to encourage new customers to come out and visit our store.

How the final design was conceived

There have been an increasing number of apparel brand TV ads in recent years, and most clothing brands focus only on TV ad and promote no other campaigns. Against this background, our Marionettebot initiative took the market by surprise. We brought innovation to the storefront, instead of avoiding it or focusing on digital-only campaigns. As a result, the campaign attracted a great deal of attention from not only Japanese brands, but also foreign competitors and retail marketing industry.

Indication of how successful the outcome was in the market

Marionettebot took consumers by surprise with its fresh combination of marionette and robotics. People lined up in front of the store, and sales at the store increased 130% versus a year earlier. The initiative created a great buzz on SNS, with the brand’s SNS media share increasing by 2,812 percent compared to before the campaign. It gained an extensive media coverage and became a great success.