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Web Film

KMart: Kmart Halloween Costume Challenge

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The video captures an exciting array of some of Kmart’s 3000 Halloween costumes (available on-line and in-store). 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.
Other credits

Agency: Draftfcb Chicago

Todd Tilford – Chief Creative Officer

Elke Dobrowolski- SVP, Creative Director

Howie Ronay- SVP, Creative Director

Sean Burns- VP, Creative Director

Brian Cooper – SVP, Director of Content

Chris Bing – SVP, Group Executive Producer

Jeffrey Piper - Producer

Kelly Graves- SVP, Group Management Director

Kiska Howell- Account Director

Alexandra Haake- Account Executive

Mallory Beausir- Assistant Account Executive

Vanessa Torres, Social Platforms Community Manager

Janneke Van Geuns, Associate Director, Customer Intelligence

Post Production: Inside Job

Celena Mossell – Senior Producer

Ben Flaherty – Editor

Jon Gallo – Director, Motion Design

Dave Cullen & Justin Tvedt - Assistant Editors

Rene Steinkellner - Executive Producer

Production: Fountain-Studio

Tony Gaddis – Director

Andrew Cutraro – Director of Photography

Tina Moy – Producer

Casey Stockdon and Bryan Arnold - Editors

Big Freeze – Camera

Song Credit:

David Condos - Artist

"Like Wolves" - Song


Monternez "Monty" Rezell


Kmart - Chicago

3443 W. Addison

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