Shop windows always conjure up a feeling of nostalgia, whether it’s elaborate department store displays or memories of ‘How Much is that Doggy’. But we hardly ever stop to really look at them. The challenge with this campaign for United Arrows was to build a completely original shop window experience that made it irresistible to passers-by.
At United Arrows, the largest apparel store in Tokyo, TBWA\HAKUHODO built the world’s first interactive mannequins, capable of mimicking the movement of the people facing it. Kinect technology, 16 wires and a specially developed motor enable the mannequins to copy the exact movements of any person in its sights, just like a marionette.
People lined up to enjoy the experience and challenge the marionette with various poses. When couples came up to the window, they could stand in front of the male and female mannequin at the same time and let the marionettes test their ‘motion chemistry’. They then received a score based on how well they could synchronize their movement. This ‘motion chemistry’ score became a special discount for the couple, making more people line up to enjoy the marionette experience!
As a result of the project, a mere shop window was transformed into a smash hit for both brand and the shop. The breakthrough ‘interactive mannequin shop window’ was covered in a wide range of Japanese news outlets and the Marionettebot revitalized the show window, opening up completely new possibilities for retail marketing.
Client: UNITED ARROWS green label relaxing
CD and planning: Kazoo Sato
Art Director: Katsuhiro Shimizu
Interactive Planner and planning: Sachiko Oyamada
Copy Writer and planning: Kanako Ishioroshi (Hakuhodo Inc.)
Production/Producer: TAIYO KIKAKU
Web production (technical creative direction, device design/craft, programming, web design): Rhizomatiks
Marionette creation: Shoichiro Matsuoka
Hair& makeup artist: Noboru Tomisawa