Title | SKIRT_FLIRT |
Brand | SHOGAKUKAN |
Product / Service | CANCAM |
Category | A07. Use of Digital in a Media Campaign |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU 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 Pro.inc. | 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 |
Result: 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.
Tokyo City Government and the media team cooperated to create a new digital signage in Roppongi subway station. The media team and creative team interpreted Roppongi station platform into an attractive interactive media, so every passenger will not miss the signage. Roppongi is Tokyo’s number one hot spot for vibrant nightlife, so the signage changed fashion after 5 o’clock into a party dress. The famous girl model wearing the dress has never been shot in such a sultry sexy way as this, which also caught attention of the target audience. The idea was implemented on the day of sales for the summer issue of CanCam, to maximize the buzz and PR.
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. Idea: Skirt_Flirt 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 train entering and switch from a still fashion photo to a movie showing the mini skirt blowing in the gust of wind.