The Google Street View Fashion Show
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Client: City Centre
Role: Conceptual Team / Senior Copywriter
Agency: MullenLowe MENA
Campaign Overview:
The City Centre Autumn-Winter 2019 campaign highlighted our commitment to a community-centered identity, bringing real fashion directly to real people. To emphasize this, we invited everyone to experience our catwalk by staging it where daily life unfolds: on Google Street View.
Transforming a local neighborhood into our fashion runway, we integrated our Autumn-Winter collection into Google Maps' Street View, seamlessly replacing the standard street view with scenes from our live fashion show. This unique approach brought fashion to the places people see every day, making high fashion accessible and interactive in a space where community life thrives.
Bronze, Dubai Lynx. Digital - Product placement.
Shortlist, Dubai Lynx. Digital - Innovative Use of Social or Community.
Shortlist, Dubai Lynx. Brand Experience & Activation - Retail.
Shortlist, Dubai Lynx. Brand Experience & Activation - Tech-led Brand Experience
Bronze, The Loeries. Media innovation - Single Medium.
Shortlist, The Loeries. Digital - Social Media.
Shortlist, The Loeries. Digital Crafts - User Experience Design
Shortlist, The Loeries. PR & Media Communication Campaign
Shortlist, The Caples Awards. Branded content.
Shortlist, The Caples Awards. Digital B2C.
Shortlist, The Caples Awards. Innovation.
Shortlist, The Caples Awards. Mobile.
Shortlist, Immortal Awards.
Little Black Book Online.
Shortlist, Ad Stars. Brand experience and activations.
Shortlist, Ad Stars. Social and influencer.
Shortlist, Ad Stars. Media.
Shortlist, Ad Stars. Direct.
Top 10 Digital Campaigns. Campaign Magazine
Directory 54 – Innovations in Communications.
Editor's pick. AdAge.
CASE STUDY:
