Product / ServiceCANCAM
CategoryA08. Digital Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Advertising Agency 2 DENTSU TEC Tokyo, JAPAN
Production Company BIRDMAN Tokyo, JAPAN


Name Company Position
George Sugitomo DENTSU INC. Creative Director
Naoki Mori DENTSU INC. Producer
Naru Kudo DENTSU INC. Producer
Mio Takase DENTSU INC. Art Director
Nao Otani DENTSU INC. Copywriter/Planner
Noriko Osumi DENTSU INC. Copywriter/Planner
Taku Shimizu DENTSU INC. Agency Producer
Shunichi Ishigami DENTSU INC. Agency Producer
Satoshi Mizukami DENTSU TEC INC. Account Director
Hitomi Yamamura DENTSU TEC INC. Account Director
Ryosuke Kawaguchi Tree Cinematographer
Yusuke Mori AOI Production Producer
Shogo Uchiyama ATTENTION Editor
Kazuhito Asai Editor
Manabu Kimura Plug Director
Yoichi Kanazawa BIRDMAN Inc. Director
Takeru Kobayashi BIRDMAN Inc. Technical Director/Device Engineer
Yohei Kajiwara BIRDMAN Inc. Device Engineer/Programmer
Daich Shirai BIRDMAN Inc. Device Engineer

Brief Explanation

Use the train breeze to flirt the skirt, like the famous Marilyn Monroe photograph, with a modern touch. The digital signage on the train platform will detect the sound waves of the subway train entering and switch from a still fashion photo image to a movie showing the mini skirt blowing in the gust of wind. The objective was to create buzz starting from Roppongi station which is right in the center for nightlife in Tokyo. The challenge was detecting the subway sound waves, and calculate the time each train will arrive in the platform after the sound.

The Brief

“CanCam” is a Japanese girls’fashion magazine, targeting the 18-22 years old University students. The magazine wanted to promote the new fashion trend for summer 2014, the breezy mini skirt. The goal was to create buzz and trend for “CanCam”, using the breezy mini skirt in a fashionable new way.

How the final design was conceived

The signage was newly installed but was intended to show only non-motion still graphics. So we showed only the still version of a model in a mini skirt until the train came. Once the train arrived into the platform, we switched the signage to a movie to show the flow of the skirt. To maximize the surprise of the sudden flow in motion, we designed the graphic and to be shown as if it were a page in the CanCam magazine. To visualize the wind more, not only the skirt but also the model’s hair was designed to flow.

Indication of how successful the outcome was in the market

The signage caught the attention of all the passengers, creating buzz on the web and even broadcasted on Japan’s largest national television, NHK. The audience reached over 13,960,000 people in total, creating a fad to wear the breezy mini skirt this summer.