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New Blood Entry — Cara Dawson

Award: Nomination

Advertising / 2013

England and japan are both known for being very polite countries. By taking their mutual understanding of well-mannered Behavior it would be terribly rude for ted to launch a new store in japan without introducing himself. First impressions are key in establishing the beginning of a relationship but ted is never one to do something that is expected. A big hello from the ted baker store. The display will have giant hands waving hello constantly to passers by. It will be colourful and comical encouraging people to come in-store. ‘A big hello’ app allows people to share and send a ted baker wave. The user can choose from a number of waves and personalise by placing their face within the hand. A short animatic of a hand waving will load up revealing a personalised hello and an option to create their own. A meet and greet event will be held to launch the new store. Invites will be Hand delivered by giant hands to people on city streets. Upon arrival guests will be handed ted’s handy bag. Inside is a name tag, handy hand cream and hello mints. No one wants to shake hands with a dry hand when meeting new people. Handshakes will be served throughout the event. Ted’s handbook, a cheeky guide to first impressions will work in print and online. It takes us 1/10th of a second to make our first impressions so ted is on hand to ensure you look your best for a first date, interview or meeting the parents. The handbook will put together various ted baker looks that are perfect for each situation including ted’s handy tips such as conversation starters and chat up lines. In store there will be a large scale installation of ted’s hand. As they shake hands ted shakes back. A big hello will spread like a mexican wave through social media.Ted’s handy tips will be shared through it’s facebook page including competitions ‘show us your ted wave’ people can get creative and upload fun ways of waving hello. Print ads will be teasers to come into the new store. Digital screens will be filled with ted baker waves. They will wave and then give you information about the new store. There will be teasers placed around tokyo such as hands on subways replacing the handles.

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