Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Creative

Mannequins in Love Come to Life in Slightly Unsettling Hudson’s Bay Ad

lbbonline.com, 2 months, 2 weeks ago

TBWA/NEBOKO works with director Tobias Pekelharing and the Dutch National Dance Theatre on new spot

Mannequins in Love Come to Life in Slightly Unsettling Hudson’s Bay Ad

Hudson’s Bay is the newest chain of department stores to hit the Netherlands, with 13 stores open now, and another two coming soon. To lead the retail giant’s marketing drive, Amsterdam’s TBWA\NEBOKO has created a campaign to visualise the brand line, ‘Everything comes to life at Hudson’s Bay’.

The TV commercial follows the story of a male mannequin positioned in the front window of a shop across the road from Hudson’s Bay. One night, he comes to life and decides to break free to visit the place he’s been longingly staring at for so long – Amsterdam’s flagship Hudson’s Bay store.

Once inside the department store, he bumps into Chloé, another mannequin, who has also mysteriously come to life. Chloé instantly enchants him and together they spend the night dancing and discovering the new Hudson’s Bay store.

To bring the mannequins to life, convincingly, TBWA/NEBOKO worked closely with two leading dancers at the Dutch National Dance Theatre (Nederlands Dans Theatre), Marne van Opstal and Chloé Albaret who created the choreography. The eyes are an essential part of the storytelling - and the key feature that turns the dancers into mannequins. The unsettling effect was achieved with special lenses and eye make-up. All under the expert eyes of film director Tobias Pekelharing at Amsterdam production company Holy Fools. The song is an original composition called ‘Different World' which was created especially for this campaign.

Darre van Dijk, Chief creative officer of TBWA\NEBOKO, commented: "If you have the chance to entertain people, you have to do it, and do it right. The Hudson’s Bay stores are beautifully art directed and a great scenery to make a visual and stunning storytelling video."

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Advertiser: Hudson’s Bay Company

Creative Agency

Creative Agency: TBWA\NEBOKO

Production Company

Production Company: Holy Fools

Director: Tobias Pekelharing

DOP: Floris van der Lee

Producer: Frank de Kok

Music Composer: Darius Dante & Good Sounds

Offline

Editor: Mark Bechtold

Colourist: Crabsalad

Sound

Sound Design & Mix: Sauvage Sound, Postoffice

Other

Makeup Artist: Rob’s Props Shop

Category: Retail and restaurants , Retail stores

Genre: choreography