Emart’s Sunny Sale, winner of a Direct Lion at Cannes 2012, used shadow QR code and sunshine to encourage shoppers to turn up during lunch hours. Visitors to the Korean store chain could use their mobile phones to scan the code created by the shadows created only between the hours of 12 pm and 1 pm, linking them to mobile special pages. The installation was composed of 441 adjustable pillars (21×21) with seven lengths.
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The Sunny Sale campaign was developed at Cheil Worldwide, South Korea, by chief creative officer Ina Choi, executive creative director Thomas Hong-Tack Kim, creative director Seho Kwon, copywriters Byoungha Lee and Kiseok Kim, art directors Hyunmyoung Kim, Jungki Seo, Harim Lee, media artists Wondae Ryu, Sungeun Jung, Kiheon Shin, communication application interface designer Yangkeun Kim, communication web designer Yunha Cho, communication application designer Seoungyeon Lee, application designer Tomochan Shim, worldwide account executive Jintaek Rho.