Strange ideas aren’t always bad. I came across this short film promoting a campaign that will run this weekend by Japanese clothing brand En Route. They are running a ‘crowd-sourced fashion show’ in Tokyo, whereby models (wearing the brands apparel) will walk around various areas of the city, while passers by take snaps on their phones. The incentive? Upload your photo to the brands site through an app, and if your photo is chosen you could take home a whopping 1,000 yen (just under £6) from cashier men walking around the city. Quirky, but interesting. Low cost (no venue hire), user-generated content (through the photos) and a ton of interactions from the general public (those who will be buying the products!). Watch the promo video after the cut.
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