The NEW CategoryEntrant:
Y&R New York,
Airwalk "Invisible Pop-Up Store"
Credits Media Type: Augmented Reality Corporate Name of Client: Airwalk Agency: Y&R New York, New York Executive Creative Directors: Ian Reichenthal/Scott Vitrone Creative Directors: Kerry Keenan/Graeme Hall/ Steve Whittier/Menno Kluin Copywriter: Felix Richter Art Director: Alexander Nowak Executive Agency Producers: Lora Schulson/Nathy Aviram Agency Producers: Jo Kelly/Devon Dentler Production Company: Tronic, New York
Basic description of the project: When Airwalk decided to do a limited edition re-launch of their classic sneaker, the Airwalk Jim, we came up with an entirely new way to do it. We made the world's first ever Invisible Pop-Up Stores. Coupling together cell phones, GPS technology, and Augmented Reality, customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took a photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then. An exclusive product sold to an exclusive audience for an entirely new retail experience.