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Bronze Winner

The NEW Category
Entrant: Y&R New York, New York
"Invisible Pop-Up Store"
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.

LIA 2011©

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