'The Realest Real' from Kenzo Shows Natasha Lyonne as a Teen's Mom
Riley von Niessen — September 15, 2016 — Marketing
References: youtube & fuckingyoung.es
Kenzo, a French luxury fashion brand, employed Carrie Brownstein of 'Portlandia' to direct 'The Realest Real,' a short film that considers the obsession those from the Generation Z and Millennial age have with social media.
It begins with a teenage girl named Abby who's waiting in an eerie office. All of the sudden, she's approached by another girl who leads her down a hallway. She is followed, literally, by her social media followers -- with one randomly turning away to signify his sudden lack of interest in her feed. She then meets a business man who's teaching a basket of puppies to take selfies.
He has everything that's she's stored on the Cloud in front of her, pulling up random comments that she's made in the past. She ends up getting Natasha Lyonne as a mom, after the man brings up a comment of affection she wrote on one of the comedic actresses' Instagram posts. In creating The Realest Real, Kenzo speaks to its consumers by enhancing an experience they know with a humorous twist, garnering the brand attention with a video that's likely to be widely shared.
It begins with a teenage girl named Abby who's waiting in an eerie office. All of the sudden, she's approached by another girl who leads her down a hallway. She is followed, literally, by her social media followers -- with one randomly turning away to signify his sudden lack of interest in her feed. She then meets a business man who's teaching a basket of puppies to take selfies.
He has everything that's she's stored on the Cloud in front of her, pulling up random comments that she's made in the past. She ends up getting Natasha Lyonne as a mom, after the man brings up a comment of affection she wrote on one of the comedic actresses' Instagram posts. In creating The Realest Real, Kenzo speaks to its consumers by enhancing an experience they know with a humorous twist, garnering the brand attention with a video that's likely to be widely shared.
Trend Themes
1. Short Social Media Films - Opportunity for brands to create engaging content that speaks to the obsession with social media among Generation Z and Millennials.
2. Elevating the User Experience - Chance to enhance customer experience by adding an unexpected twist to familiar concepts, like using humor to engage with consumers.
3. Influencer Marketing - Utilizing famous personalities on social media platforms to connect with target audiences and generate brand attention through shared content.
Industry Implications
1. Fashion - Fashion brands can leverage short social media films to connect with their target audience and showcase their products in a unique and entertaining way.
2. Entertainment - Film and television industries can explore the potential of creating short social media films as a means of generating buzz and reaching wider audiences.
3. Marketing and Advertising - Opportunity for marketing and advertising agencies to develop creative strategies that leverage short social media films as a tool for brand promotion and engagement.
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