Cannes Lions

REFLECT CLOTHING

HAKUHODO KETTLE, Tokyo / WORLD CO. / 2007

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

We set up live mannequins, wearing Reflect’s clothes. Usually, clothes are the lead and mannequins are taking supporting roles. However, once they move and interact with the audiences, the mannequins suddenly turn into the lead. By doing this, we create surprising encounter between Reflect and the targets with the strong impression of the brand slogan.

Outcome

Approximately 1.1 million people experienced this campaign in 4 days. This campaign was quite extensively talked about and shot by mobile phones so many times. $50,000 production costs achieved media coverage valued at $200,000. During the campaign period, sales rose 110% over the previous year.

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