This is simple, and brilliant - Benetton are opening up the casting of their 2010 Fall/Winter catalogue. Simply upload a photo, build a profile with more information, and let the crowd decide.
The top 100 get to appear in Benetton's new book, plus €200 to go shopping. The top 20 go to New York to model for the new catalogue. (I'd love to enter, but I'm a going to be a bit busy this year. Although there are some great pubs in New York...)
It's not totally crowdsourced - a panel of judges pick the top 20 from the 100 chosen by the crowd, so they avoid the problems that Dr Martens had a couple of years ago.
This is an excellent campaign. So far over 4,000 entries have been received.
2 comments:
Hey Dan,
Glad you like the site.
If you are interested, we are planning to write a few posts about the conception, design and development of the site on our blog: http://www.mintdigital.com/blog.
Cheers
andy
Please check my page its difficult to get honest votes http://casting.benetton.com/users/281042-brandon_10/edit
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