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Category

Award

MUSICAL FITTING ROOMS

Silver Spike
ClientSTARHUB
ProductONLINE MUSIC STORE
EntrantDDB GROUP SINGAPORE, SINGAPORE
Type of EntryDigital Tools
CategoryOther Digital Channels
TitleMUSICAL FITTING ROOMS
Product/ServiceONLINE MUSIC STORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
Advertising/Web Design Agency:DDB GROUP SINGAPORE, SINGAPORE
Credits
Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE EXECUTIVE CREATIVE DIRECTOR
THOMAS YANG DDB SINGAPORE CREATIVE DIRECTOR
KHALID OSMAN DDB SINGAPORE ASSOCIATE CREATIVE DIRECTOR/ART DIRECTOR
LESTER LEE DDB SINGAPORE SENIOR COPYWRITER
MARK LIM DDB SINGAPORE COPYWRITER
ELMY THONG DDB SINGAPORE ART DIRECTOR
SELENA SOH DDB SINGAPORE COPYWRITER
JEFF CHEONG TRIBAL DDB HEAD OF TRIBAL DDB
WEE LEE YEO TRIBAL DDB HEAD OF TECHNOLOGY
CIARAN LYONS TRIBAL DDB ASSOCIATE DIRECTOR OF TECHNOLOGY
ROWENA BHAGCHANDANI DDB SINGAPORE CHIEF CLIENT OFFICER
BRENDA BEY DDB SINGAPORE ACCOUNT DIRECTOR
JAMES TAN DDB SINGAORE ACCOUNT MANAGER

Brief Explanation

The youth define themselves by the type of music they listen to, and by the clothes they wear. Taking that insight, we combined music and fashion – two powerful forms of self-expression for the youth – with RFID technology to create a hyper personalised experience. We created Musical Fitting Rooms. These fitting rooms suggest music tracks that best suit the style of clothing being tried on. The idea was implemented across 8 fashion labels that are popular with the youth, introducing the youth to music that matched their styles. And a music store that is relevant to their lifestyle.