Draftfcb and Kmart dress up for Halloween

USA: Draftfcb Chicago showcase Kmart’s expansive Halloween collection in a 90 second video capturing an exciting array of some of Kmart’s 3000 Halloween costumes (available on-line and in-store).

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To do this, the chain (with help from Draftfcb Chicago) set up shop in the parking lot of Kmart’s Addison and Kimball location in Chicago with a Big Freeze Camera system and invited the neighborhood to watch dancer Monternez “Monty” Rezell, from the Chicago Hip Hop dance crew Stick and Move, dance his way through eight hours of costume changes. Why eight hours? Because that’s what it would take to set the Guinness World Record for most costume changes.

Monty, a contestant for America’s Got Talent, danced, posed and dressed his way into the record book, changing into each costume (consisting of at least three pieces), unassisted and remaining in it for at least 5 seconds. The Big Freeze Camera system captured his every step with 48 DSLR’s, the same system used for the Grammy’s Glam Cam. Monty succeeded in breaking the Guinness World Record for most costume changes in an 8 hour period with over 150 costumes in six hours and five minutes!

The event proved an amazing social activation effort. Along with the local crowd, Kmart and Draftfcb Chicago invited top Mommy Bloggers like Cherise Kachelmuss of Mom and More to the site as VIP’s to watch the challenge live.  Their followers carried the excitement nationally using #Kmartworldrecord to share in the fun on Twitter, Facebook and Instagram; and could also catch the excitement live via UStream the night of the event.

Credits – Chief Creative Officer: Todd Tilford. SVP Creative Directors: Elke Dobrowolski, Howie Ronay. VP Creative Director. Sean Burns. SVP Creative Director of Content: Brian Cooper. SVP Group Executive Producer: Chris Bing. Producer: Jeffrey Piper. SVP Group Management Director: Kelly Graves. Account Director: Kiska Howell. Account Executive: Alexandra Haake. Assistant Account Executive: Mallory Beausir. Social Platforms Community Manager: Vanessa Torres. Associate Director Customer Intelligence: Janneke Van Geuns. Post Production: Inside Job. Senior Producer: Celena Mossell. Editor: Ben Flaherty. Director, Motion Design: Jon Gallo. Assistant Editors: Dave Cullen, Justin Tvedt. Executive Producer: Rene Steinkellner.