Is Just a Kiss ;)

  

Who would think that Wren’s Fall collection was going to become so famous? For sure Tatia Pilieva (the company director) had something in mind before making the video titled “First Kiss".

 It is viewed more than 68,751,923 million times on YouTube (last time I checked it) and seems like everyone is talking about it in every social media......(Maybe it wasn't supposed to work this way at all)

However ...It took them only three and a half minute video in black and white to show how passionate the first kisses between strangers can be. This video didn't come out of the blue though....

 The clothing company was going through taught financial times, there were no money to put on a runway show during Fashion Week, instead they decided to pick 10 couples an shoot a video for  Style.com.
Cheap but totally worthy I would say ! This video had the web abuzz all week, and made every other designer question themselves if there are other ways to advertise rather than what we are used to see or better say what we expect to see.

Zappos Couture, who used to be Ms. Coker’s boss at Vogue said: “You can’t reach 40 million viewers in an 11- to 15-minute fashion runway presentation.”

 But negative feedback was as quick as fame itself, after viewers realized  that some of the people in the ad were models for Wren. The adorable video now was seen as fake and was being criticized by many people all over the Facebook. There are some prototypes that are jealous, some are just being skeptic,

To all of you the company answered in a very honest way...'  “There was no part of it where this was a secret,” Ms. Coker said.

This company (Located in Los Angeles) had a budget of only 1,300 $, it makes sense that company would use their models (that mostly work for free) and their friends, instead of recruiting people and pay them.
And still the small budget didn't make people stop sharing or talking about it.
Personally when I first figured it out, didn't know it was for a brand, didn't know who the guys in the video were, it seemed so real. It was different, and this is what marketing needs to work on, surprise us and lead to new ways of creativity.  Strangers make us feel better knowing that not every person in the street should look like he stepped out of Vogue magazine.
We had enough of those 'Perfect Barbies' in expensive dresses (I wish I could afford), with their hair done, and a  professional make up artist, get back to streets and look where it all started from.

In case you have no idea what I am talking about, check it out:
http://www.youtube.com/watch?v=IpbDHxCV29A



And yeah a  kiss is just a kiss, unless you are asked to make an add :P

XOXO 

Eri