As a marketer by day, I’m no stranger to searching for that big idea that will go viral for my clients. And while the phrase “going viral” makes me cringe, it’s always refreshing to see a heartfelt, creative campaign take off.
The great thing about fashion label Wren’s “First Kiss,” a video that’s been circulating the Internet since Monday, is that it’s really a simple idea. Take 20 strangers, pair them off and film them kissing each other for the first time. It’s an awkward, sweet experience that rings true to viewers (with 15 million YouTube views and counting).
While it’s not heavily promoting the brand, the video is a fashion film Wren created for Style.com’s video fashion week, with the help of filmmaker Tatia Pilieva.
“We make these fashion films every season,” Wren’s Founder and Creative Director Melissa Coker told Fashionista. “I strive to make them an interesting film that exists on its own rather than something that feels like a commercial, and it seems to be touching people — not only people who are in fashion and would see this, but also random guys who aren’t connected at all.”
This type of memorable video really works for Wren and shows that brands don’t always have to lead with traditional, product-driven advertising to raise awareness of their business.