Execution

Outdoor execution: 8 digital signage installed on the subway platform of station in Tokyo . Each signage detected the sound waves of the subway entering, which created an average of 0.2 sec. time lag each when the digital screen switched to a movie. 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. 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.