Creative Execution

We created a unique advertisement in public baths, the “BLUE PANTS MIRROR”, which used people’s crotches as media. The project was executed at a public bath called “DAINI-HINODEYU” in Tokyo. A Kinect sensor on the mirror, detects peoples’ crotches and projects AR images of the Blue Pants above it. This became an absolutely eye-catching piece of advertisement.

Featured in over 100 media, the news of this mirror advertisement instantly spread nationwide, with a value of over 100 million web impressions. Compared to the previous year, the Blue Pants sales increased over 107%. Furthermore, this became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.

The Japanese deodorized underwear brand “Blue Pants”, which helps keep the fresh after-bath smell, was facing stagnant sales in a market where competitor brands were entering one after another. In Japan, the way to enjoy public baths is to be completely naked without a bathing suit. In public baths where clothing is removed from the body and everyone is naked, you cannot help being a bit conscious of others’ crotches and end up taking a glimpse. Although you cannot look straight at others walking around in the bathroom, you can look at their reflections in the mirror without being noticed. Taking advantage of this psychology, we decided to use people’s crotches as media. This became an absolutely eye-catching piece of advertisement that all men could not help but take a glimpse of. The advertisement also succeeded in sending a message to consumers that“Blue Pants” helps keep the fresh after-bath smell.