|Product / Service||CANCAM|
|Category||A08. Digital Design|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Advertising Agency 2||DENTSU TEC Tokyo, JAPAN|
|Production Company||BIRDMAN Tokyo, JAPAN|
|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|
|Yusuke Mori||AOI Pro.inc.||Production Producer|
|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|
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.
“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.
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.
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.