Cannes Lions
HAKUHODO INC., Tokyo / TIFFANY & CO. / 2017
Overview
Entries
Credits
Description
Our idea was to create a brand book in which lovers’ hands act as a
picture book. In short, we selected hands to be the media. A couple
becomes something special when their hands first touch. Their pledge
of love, in the form of a ring, rests on their hands. And even when
death is about to part them, one will surely hold the other’s hand to the
very end. A couple’s story begins, flourishes, and finishes with hands.
Hands, the ultimate media to express love.
Execution
We set up a projection system modeled after a New York streetlight at
Tiffany’s Ginza Signature store. When a couple put their hands under
the streetlight, an animated story is projected on their hands. When
two hands touch and open like a book, the story unveils itself by the
sensor which detects their hand movements, At the conclusion of the
story, the projector displays a wedding proposal and fits an
engagement ring on the woman’s ring finger. We realized an original
story with scenario options and autograph by each couple which is
projected on hands at the end of story.
Outcome
About 2,100 couples took part in the event in 6 weeks. On one day,
waiting time required as long as 5 hours, and we had to turn away
200 couples. Some people made use of the event to actually propose
to their partner.
- 58.6% of the participants shared their experience.
- 71.5 % of the people had a favorable impression of the brand.
- Triggered an intention to purchase in about 50% of the participants.
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