The most relevant fact of the creative execution was that we were able to alter the stereotyped shop window displays and, therefore, create a bond between DOT and its shoppers.

The strength of the creative execution was grounded on the fact that people not only began to feel identified with DOT but also started to be a part of the mall.

Therefore, we positioned DOT as a more human, relaxed and friendly mall.

During the casting process, more than 1,000 people applied to have their My-nnequin.

Through DOT’s fan page, 295,000 people could participate in the mannequin selection process.

More than 50 top brands at DOT dressed the new my-nnequins in their shop windows.