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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    BEST USE OF SCREENS & DISPLAYS
  • COMPANY ENTERING :
    PUZZLE INC., TOKYO
  • ENTRY TITLE :
    INTERACTIVE SHOP WINDOW LOOKS
  • BRAND :
    AINZ&TULPE
  • ADVERTISER :
    AIN PHARMACIEZ INC.
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    REIETSU HASHIMOTO
  • COPYWRITER :
    SUBARU MATSUKURA
  • ART DIRECTOR :
    JUNYA HOSHIKAWA
  • TECHNICAL DIRECTOR :
    TAKESHI KOBAYASHI/TAKASHI FUJIMOTO
  • WEB DEVELOPER :
    KOUMEI SATO/TAKASHI TSUSHIMA
  • DEVICE ENGINEER :
    YOHEI KAJIHARA
  • AGENCY DESIGNER :
    RYOTA MISHIMA
  • ACCOUNT EXECUTIVE :
    KOJI MAKINO/NANAE SUZUKI
  • PR :
    SHINGO HIRAOKA/RYO NAKAGAWA
  • GENERAL PRODUCER :
    DAIMA KAWAMURA
  • MAKE-UP ARTIST :
    KAZUKO HAYASAKA
  • BEAUTY DIRECTOR :
    KAZUKO HAYASAKA
  • STYLIST/WARDROBE :
    MAKI TAKEDA
  • FILM PRODUCTION COMPANY :
    PUZZLE INC., TOKYO/BIRDMAN INC., TOKYO
  • DIRECTOR :
    YOICHI KANAZAWA
  • INTERACTIVE DIRECTOR :
    ROY RYO TSUKIJI
  • CINEMATOGRAPHER :
    YOSUKE NAKAJIMA
  • FILM PRODUCER :
    NOZOMU NAITO/MITSUAKI HONGYO
  • WRITER :
    YUKA HASHIMOTO
  • SET :
    KIYOHARU MITSUI
  • THE BRIEF :
    IN ACTUALITY, THE NUMBER ONE SOURCE OF DISCONTENT IN JAPAN IS THAT FOREIGNERS ARE UNABLE TO COMMUNICATE WHEN ENGAGING IN ACTIVITIES SUCH AS SHOPPING. SALES WERE EXPANDED BY MAKING SHOPPING SIMPLER AND MORE FUN FOR THESE PEOPLE, WHO SPEND AN AVERAGE OF 15 TIMES MORE THAN JAPANESE CUSTOMERS.
  • THE STRATEGY :
    CUSTOMERS WHO TRAVEL TO TOKYO SPEND AN AVERAGE OF 10 TIMES MORE THAN JAPANESE CUSTOMERS. THE AIM WAS TO EXPAND SALES BY CREATING A SHOP WHERE PEOPLE FROM ANY COUNTRY COULD ENJOY SHOPPING AND HAVING A MAKEUP EXPERIENCE.
  • THE EXECUTION :
    AFTER BEING SET UP,IN THE SHOP WINDOW OF AN AINZ&TULPE TOKYO STORE. A CAMERA IS EMBEDDED INTO THE SIGNAGE, AND PEOPLE WHO APPROACH ARE DETECTED WITH A SENSOR. WHEN A PERSON WHO HAS TAKEN INTEREST PERFORMS AN ACTION, THE SHOP WINDOW COMMUNICATES WITH THAT PERSON IN HIS/HER NATIVE LANGUAGE USING FACIAL RECOGNITION.
  • THE RESULT :
    AFTER BEING SET UP, THE SHOP WAS COVERED BY MORE THAN 500 MAINLY FASHION MEDIA OUTLETS FROM AROUND THE WORLD, GENERATING PUBLICITY WORTH AN ESTIMATED 500 MILLION YEN. SALES AT STORES WITH THE AUTOMATED SHOW WINDOWS JUMPED BY 40%, WHILE THE RATIO OF VISITORS FROM OVERSEAS INCREASED BY 10%.