Home   |   Back to LIA Main Home
2011 Press Releases | Statue Images for Download | Excel of Winners & Finalists

Grand LIA   |   Winners   |   Finalists


Environmental Installations/Displays - Temporary
Entrant: DDB Singapore, Singapore
Starhub Online Music Store
"Musical Fitting Room"
Corporate Name of Client: Starhub Pte Ltd
Client Account Director: Lydia Lee
Agency Account Directors: Rowena Bhagchandani/Brenda Bey/
     James Tan
Agency: DDB Singapore, Singapore/Tribal DDB Singapore, Singapore
Chief Creative Officer: Neil Johnson
Executive Creative Directors: Joji Jacob/Jeff Cheong
Creative Director: Thomas Yang
Associate Creative Director: Khalid Osman
Copywriters: Lester Lee/Mark Lim/
     Selena Soh
Art Directors: Khalid Osman/Elmy Thong

Basic description of the project:
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 in retail stores with high youth traffic, introducing the youth to music that matched their styles. And a music store that is relevant to their lifestyle.

LIA 2011©

Powered by