Daffy?s had brand stagnation, with the recession more retailers started claiming a ?value? position. We needed to reclaim the deep-discount territory, refresh the brand and amplify its irreverent spirit.

The solution was to build awareness campaigns that were highly conversational and PR-generating. Enabling Daffy?s fans to actively advocate the brand and spread our message.

The ?Fitting Dance? was the answer. An innovative in-cinema advertising campaign featuring live in-theatre performances, it was staged over three nights during the opening weekends of the new film ?Amelia? at New York?s Zeigfeld Theater.

Daffy?s turned the Zeigfeld into a contemporary interactive experience, fusing on-screen imagery with front-of-screen performances. The integrated on- and off-screen performances illustrate for movie-goers the joy of shopping at Daffy?s with a live, colorful theatrical dance representation of shoppers trying on layers of clothes in the front of the theater to an original song called ?Fitting Dance.? The experience built on Daffy?s brand history of providing New Yorker?s a place where they can still splurge and let themselves go a bit ?crazy?, thanks to their low prices. Additionally, the ?Fitting Dance? cleverly relates two favorite pastimes during the holiday season - movie outings and shopping - and celebrates both in a non-traditional way.

The first live ad was filmed to be used as an exclusive in-cinema spot which aired during the key Holiday shopping season.

The effect of the ?Fitting Dance? was significant earned media; reach and conversation far greater than what we paid for.