5 Stars for the Uber Visa Card

WATCH OF THE WEEK

MARKETING BUZZ

OUR OBSESSION

Kenzo Season Zero

Innovative and hip brand KENZO has made fashion films with other notable directors such as Spike Jonze, and is now making a concerted effort to elevate the voices of newcomers by introducing a new series, Kenzo Season Zero. Entirely created by young international directors, the series features “mixed, expatriated nomad" filmmakers Mati Diop, Baptist Penetticobra, and Eduardo Williams who created shorts ranging from a portrayal of a moonlit bike ride through Paris to an elf napping on a subway.  Elevating KENZO’s brand identity, the unique works of art emphasize color, accents, fabric, and movement while catering to the global Gen Z cool kid.

Uber Visa Card

To celebrate the launch of the Uber Visa card and its dining perks the two companies created an experiential double-decker experience for customers in New York City. Tapping famous chef Alex Guarnaschelli – who created a menu inspired by the many cultures found in New York City neighborhoods – the bus toured three different routes including Brooklyn, “Old New York,” and Union Square. Riders who visited Brooklyn enjoyed an evolving menu that reflected staying true to one's roots, while riders on the “Old New York” tour were served courses inspired by the architecture of the historic buildings. This fun campaign focused on the Uber Visa card’s dining incentives (4% back on dining) because what better way to win over Millennials than with free food?

Everything Worn MoMA

Artist, writer, and editor Emily Spivack is inviting MoMA museumgoers to be contributors to the iconic museum. Spivack is creating an archive of everything visitors wear while visiting the museum from November 1st, 2017 to January 28th, 2018. Visitors are prompted to detail their outfits via text message and can then view their submitted descriptions projected around the building as well as in the “Everything Worn” online archive. Entries range from as simple as “pants, socks, shoes” to “Scanlan Theodore pants, black Nike runners, Versace Bitter black t-shirt.” Intended to democratically represent today’s fashion the immersive archive uniquely captures the time period for the museum while allowing museumgoers to be a part of the process.


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PROPS TO

Hijab Barbie

Ibtihaj Muhammad can now add toy creator to her already impressive resume. The Olympic fencer teamed up with Mattel to design the world’s first ever hijab-wearing Barbie. Following the tradition set last year by plus-sized model Ashley Graham, who debuted her own full-figured Barbie last year, Muhammad’s Barbie made its debut at Glamour Magazine’s Women of the Year Summit 2017. Muhammad spoke about playing with Barbies that didn’t look like her as a child and how she would sew on hijabs to the ones she did own. Sporting a white fencing uniform and looking exactly like Muhammad, this very special history-making Barbie will be available in 2018.

Mosaic

Director Steven Soderbergh is looking to change television as we know it with his new interactive mini-series hosted entirely on an app. Mosaic allows viewers complete control over the way the narrative unfolds following the story of a children’s book author who is found dead in Park City, Utah. Viewers watch a segment – which can range in length from just a few minutes to the length of a standard TV show – and then are given the choice of whose point of view they would like to continue from next. While the choose-your-own-adventure format is tried and true, the dedicated app and variety of bite-sized content mixed longer content mean viewers can consume it in small doses the way they would Snapchat or binge it on Netflix.

TripAdvisor

After catching flack for repeatedly censoring a customer review that detailed her story of rape at the Iberostar Paraiso Maya resort in 2010 as well as comments of sexual allegations at several other Mexican resorts, TripAdvisor has done a complete 180. The site has added a new feature that explicitly warns their users of locations where sexual assault has been reported. TripAdvisor does so via a badge flagging these businesses for a minimum of three months. Though the 3-month window has drawn criticism for not being long enough, the hope is that this will encourage businesses with badges to make changes to better protect their guests and in the meantime warn and deter potential visitors away from a potentially dangerous situation.

Kristin Castillo