NYFW 2018:
Real-Time Exception-Spotting
AI-Powered Out-of-Home Experience
When AI was just starting to break onto the scene, we saw an opportunity to use it to transform how people experience Fashion Week in one of the busiest fashion meccas of the world.
Our goal was to celebrate those who go against the grain during New York Fashion Week, a time when style is on parade, but real individuality goes uncelebrated. To identify true individuals in real time, we created a multipurpose algorithm that first learned and understood fashion, and then objectively sorted it to create a database of trends, surprising people by turning a regular street into an AI-powered digital runway.
After New York, our unique target was celebrated around the world with Fashion Week support activations in Canada, Sweden and Spain. The content successfully reached new audiences, both in person and digitally, breaking the brand's standard engagement benchmarks with nearly 140 million impressions globally, most of which were earned.
| Stunt & Activation | Outdoor | PR | Social |
EXCEPTION (n ): AN INSTANCE OR CASE NOT CONFORMING TO THE GENERAL RULE; A PERSON OR THING THAT DOES NOT FOLLOW A RULE.
Over 17,000 people were analyzed, but just 0.2% (32 people) were identified as ‘Exceptions’ and celebrated for their individuality
FAST Company HIGH Snobiety FOOTWEAR News
Ad Week Experiential Awards - Best Use of AI - Winner // Cannes Lions - Brand Experience & Activation; Tech-led Brand Experience Shortlist // Cannes Lions - Media; Use of Real-time Data - Shortlist // Cannes Lions - Outdoor; Innovation in Outdoor - Shortlist // One Show Creative use of Data/Targeting Merit Award // One Show Creative use of Data/Real-Time Merit Award
