Daffy's retail store: Undressing Room

We needed to find an interesting way to launch fall fashions at Daffy’s, a clothing retailer in NYC . We created a street-level event that blended window shopping, a fashion show and an interactive peep show. The Daffy’s “Undressing Room” featured live models stationed in the Daffy’s display window at the retailers Herald Square Flagship, right across the street from Macy’s. All through the night, pedestrians passing by the store were encouraged to send a text requesting the stylish clothes the models in the window must try on (and take off). Every text message Daffy’s received was on display for the crowds that had gathered to watch. And each of the models directly responded to the thousands of text messages that came in.

Advertising Agency: DeVito Verdi, New York, NY, USA
Creative Directors: Tyler DeAngelo, Brad Emmett
Art Directors: Sherrod Melvin, Wayne Robins
Copywriter: Adam Kanzer
Published: September 2010