Fitting Dance

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-screenperformances 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’.