Dancer Monternez ‘Monty’ Rezell helps capture the stores array of costumes
Kmart have launched a record breaking 90-second spot that showcases their expansive Halloween collection, created by Draftfcb in Chicago. The video features local dancer and American’s Got Talent contestant Monternez 'Monty' Rezell and captures an exciting array of some of Kmart’s 3000 Halloween costumes (available on-line and in-store).
The chain set up a Big Freeze Camera system in the car park of Kmart’s Addison and Kimball location in Chicago and invited the neighborhood to watch the hip hop dancer pop, lock and glide his way through eight hours of costume changes.
To set the Guinness World Record for most costume changes, Monty was challenged to change into each costume (consisting of at least three pieces), unassisted and remain in it for at least five seconds. The camera system captured his every step with 48 DSLR's, the same system used for the Grammy's Glam Cam. Monty succeeded in setting the Guinness World Record for most costume changes in the eight hour period with over 150 costumes in just six hours and five minutes.
The event proved an amazing social activation effort. Along with the local crowd, Kmart and Draftfcb in Chicago invited top mummy bloggers to the site as VIP's to watch the challenge live. Their followers carried the excitement nationally using #Kmartworldrecord to share in the fun on Twitter, Facebook and Instagram; and could also catch the excitement live via UStream the night of the event.
View the video below:
Agency: Draftfcb Chicago
Todd Tilford – Chief Creative Officer
Elke Dobrowolski- SVP, Creative Director
Howie Ronay- SVP, Creative Director
Sean Burns- VP, Creative Director
Brian Cooper – SVP, Director of Content
Chris Bing – SVP, Group Executive Producer
Jeffrey Piper - Producer
Kelly Graves- SVP, Group Management Director
Kiska Howell- Account Director
Alexandra Haake- Account Executive
Mallory Beausir- Assistant Account Executive
Vanessa Torres, Social Platforms Community Manager
Janneke Van Geuns, Associate Director, Customer Intelligence