‘Magic mirror’ surprises Mississauga shoppers

Toronto-based ad agency DDB Canada recently configured a fitting room mirror in Mississauga, Ont., to display attractive firemen through a variation of ‘augmented reality’ technology. The out-of-home (OOH) advertising effort was part of the ‘Styled to Surprise’ campaign for Pennington’s, a women’s fashion retailer.

When shoppers stepped into the centre of the room to try on an outfit, they triggered a motion sensor and two firefighters would appear to descend from poles into the room’s mirror image. The realistic ‘virtual models’ then looked appreciatively at the customer’s outfit and proceeded to compete with each other for her attention, e.g. by offering flowers or drawing a heart on the mirror, before disappearing again.

The shoppers’ stunned and amused reactions were captured on video. To help the resulting clip go ‘viral,’ those who shared it via social media networks were given a chance to win a $1,000 shopping spree at Pennington’s.