Penningtons: Magic mirror

Penningtons is on a mission to give plus size fashion a major makeover. From their fresh, new styles to their exciting shopping experience, everything about the revamped Penningtons is “Styled to Surprise.” So in the spirit of surprise, DDB Canada’s Toronto office created the world's first mirror that reflected the joy of finding a fabulous fit. Upon standing in front of a mirror, shoppers were stunned to see two completely realistic fireman descend from either side of their reflection via incredible, motion-sensored, mirror technology. The fun and flirty virtual firemen checked out the shoppers' new Penningtons clothes and performed a charming act for them before disappearing altogether. Shoppers amazed reactions were captured on film for all to see.

Advertising Agency: DDB, Toronto, Canada
Creative Directors: Denise Rossetto, Todd Mackie
Copywriter: Daniel Bonder
Art Director: Yusong Zhang
Agency Producer: Caroline Clarke
VP Director of Client Services: Wendi Caricari
Group Account Director: Jacqui Faclier
Account Supervisor: Jamie Maxfield
Account Executive: Leigh Farlow
Executive Producer: Lexy Kavluk
Production Company: Untitled
Director: Curtis Wehrfritz
DOP / Cinematographer: Tyler Williams
Line Producer: Jen Walker
Post-Production Co.: Rooster / Track & Field
Editor: Christina Humphries
Colourist: Andrew Rolfe, Ernie Mordak
Casting: Powerhouse Casting

November 2011


andylefty's picture
4535 pencils

Nice. Pretty exciting for these women.

Nike Diesel's picture
Nike Diesel
13431 pencils

No shit ;)

Winter's picture
77 pencils

Simple Idea, Stunning Execution. Brilliant

binton's picture
2 pencils

Fantastic. Very cool in-store experience.

Karelgp's picture
123 pencils

Sencillo pero muy efectivo, excelente.
Gran idea

MicheleVirgilio's picture
2617 pencils

Gran bella idea di pubblicità. Un'esperienza simpatica. Molto brillante.

kleenex's picture
40638 pencils

Fun idea...

nemesis's picture
765 pencils

very cool idea... a fun instore experience

Baelin's picture
273 pencils

It's a gimmick and doomed to fall by the sidelines in a short time. That said, a delighted customer is worth any price and watching these ladies smile will make any advertiser's day.

A good idea with great results. I hope it goes viral.

kalpesh78's picture
2578 pencils

Super idea... loved the way its been executed.

btw is pennington only for plus size women?

ideas....30 minutes nahi toh free.

iwannatalktosamson's picture
701 pencils

Excellent stuff. Great use of a new technology.

Steeez's picture
104 pencils

Clever. Happy customers for sure. Good idea.

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