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Fitting Dance

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Advertising / Cinema Commercials over 120 seconds / 2010

To promote Daffy’s winter collection and reclaim their deep-discount territory, we combined two favourite pastimes: movies and shopping. These live in-theatre performances were staged throughout opening week, turning New York’s largest movie theatre, The Ziegfeld, into a contemporary interactive experience, fusing on-screen imagery with front-of-screen performances to blur the lines between live event, cinema advertising and online film. A living embodiment of that essential Daffy’s brand promise: ‘More Bang. Less Buck’.

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