SEEN & NOTED: LAS VEGAS, NV—DIGITAL SIGNAGE EXPO— Benetton's Live Windows project created by Fabrica took home a Gold APEX Award in the Retail category at Digital Signage Expo's 3rd Annual APEX Awards held on March 8th at Caesars Palace in Las Vegas.
Benetton, a fashion retailer with more than 6400 stores in over 120 countries, is known for taking chances with their marketing. The company has a knack for attracting attention to itself by focusing their campaigns on civic, social, and political themes that almost never include any actual products. For example, Benetton's latest "Unhate" campaign uses a series of provocative, altered images of world leaders kissing each other on the lips. When Benetton decided to find a new way to attract attention to their retail stores, they combined digital signage video walls with interactive technologies that encouraged shoppers and passersby to engage in playful experimentation using their own images.
The Benetton Live Windows project was created by Alfio Pozzoni, Creative Director and Special Projects Manager at Fabrica, Benetton’s internal communication division in Italy. To create original content for the project, Fabrica invited several prestigious design schools from around the world, that included Elisava in Barcelona, Parson’s in Paris, and Hyper Island in Stockholm, offering an opportunity for their students to gain visibility and exposure through the project. The final result generated a broad range of animation and images that were also combined with user-generated content from shoppers for a truly interactive experience.
Fabrica also produces and controls all of its own content from a central location using its own content management system for the project after having evaluated several market-based digital signage software solutions.
Read more about the APEX Awards on ScreenMedia Daily, a complete list of APEX Award winners is available here