British eyewear company Kirk & Kirk headed to Cannes last month for a collaboration with advertising specialist Clear Channel Outdoor (CCO) and creative agency, Bastard London (BL).
The trio of businesses attended the Cannes Lions International Festival of Creativity to highlight the potential of digital out-of-home advertising through new software that has been developed by CCO and BL.
Highlighting the technology through its Eye Care What You Wear campaign, a digital interactive screen present at the festival invited attendees to stand in front of it, at which point an introduction video was activated and the software ‘spoke’ to them.
Collecting information on the gender and colour recognition and the presence of glasses on the individual through a video sensor, the digital display then selected and showcased a personalised piece of eyewear that aimed to match the style of the person in front of the screen.
Using 10 colours that are featured within the Kirk & Kirk eyewear collection, the software was able to determine the best colour match from the individual’s clothes and pick a frame in that colour that was most suitable for them.
Speaking about the collaboration, managing director of Kirk & Kirk, Jason Kirk, said: “Kirk & Kirk was selected for this campaign due to their dynamic and diverse colour palette. The choice of colour in the Kaleidoscope collection offered the perfect opportunity to showcase the abilities of this specialist technology.”
He added: “Having the ability to digitally interact with consumers globally or in a targeted capacity offers brands such as ours endless opportunities.”