Image Search + projector screen = Instant fashion show in Wieden and Kennedy Tokyo’s delightful 30-spot for their recently-launched Google brand campaign “more with Google"
The video shows a campaign called "More with Google".The campaign is a branding initiative in Japan spearheaded by global ad agency Wieden + Kennedy. The viral spot involves four friends projecting Google searches for dresses onto a screen. The girls "try on” the dress projections and have one heck of a time doing it. It features the Image Search functons 'sort by color' and 'similar images' and shows that you can do more with Google than you imagined.
Fashion brands are eager to promote in creative ways. Fashion promotion now is interactive and getting more customers involvement as to arouse their interest. This is a real-life example shows how fashion can interact with exisiting technology. Stay in tune with the technologies changes is necessary for fashion promotion.
Although the point of the commercial is to expand Google’s reach in Japan by boasting the search engine’s functionalities, the real star of the show is the interactive fashion show demonstrated in the video. The ‘More with Google’ campaign makes me want to try this at home. I predict such an app is coming soon.
Tong Hoi Yi, Kaye
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