Since INDIVI clothes are worn for work, we selected a space where working women would encounter the advertising on a weekday: Shiodome, a new high-profile district filled with media businesses - TV stations, newspapers, telecommunication companies, ad agencies, etc. It’s also headquarters for cosmetics and fashion companies. Using this area ensured that our message would travel. The giant mirror - 10.8m long, 3.65m high - was placed in a train station walkway used by 250,000 pedestrians daily.

INDIVI is a clothing brand for the mid-20s career women.Since the brand launch 10 years ago, competition has intensified. We aimed to enhance the brand image of individuality in a sophisticated way that would go beyond its previous image. Goal: Construct a brand image of a leader of the times.

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.

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.

We developed an innovative idea based on insights into the target’s shopping habits: Since her budget is limited, when shopping she usually considers whether a new item matches her current wardrobe. Also, she usually shops with friends, or a boyfriend, and their opinions are influential. Finally, her decision is made when she sees herself in the new clothes in a mirror. To reach our active target effectively, we decided to use OOH media. To appeal the brand theme of “individuality,” we created a space where INDIVI could be experienced differently from inside the shop.