This interactive video for Unilever-owned laundry brand Skip encourages viewers to click on the screen to change the outfits of a group of dancers. As they perform a choreographed routine to Janelle Monáe's "Tightrope (The Solo Version)," you can have fun scrolling through the different types of fabric/color, from whites and coloreds to denim, patterns and stripes, and if you're interested, click to find out more information on how to care for that type of laundry.
Created by BBH London, it shot by Luis Cerveró, a former member of directing collective Canada and known for music videos such as Pharrell Williams' "Marilyn Monroe." According to BBH (in a statement), the campaign "seeks to take Skip out of the kitchen and into the world of online fashion" targeting an "affluent audience of clothes-loving women." Research revealed that 70% of that target audience regularly engage with clothes online.
The campaign will launch in Argentina on TV and in cinemas, driving people online to the interactive element, before rolling out globally.