When people pass mirrors, they instinctively stop and look at themselves. We took advantage of this trait of human nature by making a giant mirror that would allow passersby to look at themselves wearing INDIVI clothes. Our target belongs to the generation that grew up playing dress-up with Barbie dolls. Our creative approach engaged their childhood memories, allowing them to feel like they are dolls that can be dressed in various outfits.

Production cost was just $40,000, but the reaction was massive. Major newspapers, magazines and news programmes covered the story. We calculated the value of the media coverage at $500,000. During September and October when the Fitting Ad appeared, sales rose by 110% over the previous year.