KIRK & KIRK has teamed up with Clear Channel Outdoor and Bastard.London for the creative development of the “Eye Care What You Wear” campaign, featured at this years’ Cannes Lions International Festival of Creativity. Together these companies developed a campaign showcasing the creative potential of digital out-of-home advertising experiences. The campaign allows an individual to interact directly with an advertising screen that collects information about the user through a video sensor including the user’s gender, color of their clothes and if the user wears glasses.
The screen directs the user to walk toward it and view the introduction video that “talks” to them. After the sensor collects the user’s information through three sensory data points, the screen will show a personalized piece of eyewear that matches his or her own style. The technology determines the color of the frames based on the user’s clothes, personally styling the glasses and selecting ones that will suit the user best. The software features 10 colors from the Kirk & Kirk collection and chooses one sun and one optical frame for both men and women. “Kirk & Kirk was selected for this campaign due to our dynamic and diverse color palette. Having the ability to digitally interact with consumers globally or in a targeted capacity offers brands such as Kirk & Kirk endless opportunities, and we are incredibly excited to be involved in this project,” says Jason Kirk.
This highly personalized technology gives brands, especially those in the eyewear industry, the ability to create unique content to display on digital advertising screens and is only the beginning of what is possible for the future of advertising.