Magic mirror

November 2011

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

Comments (12)

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Highest Rated

Steeez's picture
Activity Score 104

Clever. Happy customers for sure. Good idea.

andylefty's picture
Activity Score 4535

Nice. Pretty exciting for these women.

Nike Diesel's picture
Nike Diesel
Activity Score 13630

No shit ;)

Winter's picture
Activity Score 77

Simple Idea, Stunning Execution. Brilliant

binton's picture
Activity Score 2

Fantastic. Very cool in-store experience.

Karelgp's picture
Activity Score 123

Sencillo pero muy efectivo, excelente.
Gran idea

MicheleVirgilio's picture
Activity Score 2617

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

kleenex's picture
Activity Score 44635

Fun idea...

nemesis's picture
Activity Score 765

very cool idea... a fun instore experience

Baelin's picture
Activity Score 273

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
Activity Score 2578

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
Activity Score 701

Excellent stuff. Great use of a new technology.

Steeez's picture
Activity Score 104

Clever. Happy customers for sure. Good idea.