We use “hands” of lovers as a media.

Because our love begins with hands, deepens by hand, something that continues by hand.

We made a special book that can be read on their hands. It’s not a paper book, not seeing the projection on the screen, but we used the only hands of lovers as media that is physical and emotional.

In that book, they they can read the original love story prepared for them.

Hands, the ultimate media to express love.

We set up a projection system modeled after a New York streetlight at Tiffany’s Ginza store. When a couple put their hands under the streetlight, an animated story is projected on their hands. A sensor detects their hand movements, so the couple can move through the story by opening and closing their hands, just like flipping through the pages of a book. At the conclusion of the story, the projector displays a wedding proposal and fits an engagement ring on the woman’s ring finger.

Before starting the story, the couple can select the story’s characters — either “man + woman”, “man+man”, or “woman + woman”. We realized an original story with scenario options and autograph by each couple which is projected on hands at the end of story.

This experience successfully built relevancy between Tiffany and the target.

About 2,100 couples participate in the event in 6 weeks.

At a peak period, waiting time required 5 hours, and we had to turn away 200 couples. Some people made use of the event to actually propose to their partner.

By survey for experiences:

- 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.