The global casual clothing brand Benetton is looking for new people to become faces of the upcoming Fall/Winter 2010 collection. They want to find people who look and think differently, who are real and able show their extraordinary style.
The brand invites people from all over the world to their new microsite where they can upload photos featuring themselves in some stunning clothes or accessories, which are integrated into the whole picture of the unique every-day style, created by the contestants. The more shots you send and the more extravagant and bolder you are, the more likely you win.
The photos will be voted by visitors of the website, and 100 of best models will form the final shortlist. 20 people will be selected and invited to New York, where they are going to work with the famed photo photographer Josh Olins for the Benetton campaign fashion shoot. The campaign will be on until March 16, and in two days, on the 18th, the brand is to announce the winners. Each of the winners will be featured in the campaign and get 200 euros for shopping.
The site also provides visitors with a change to use augmented reality for getting inside the world of Benetton and meet the models from the previous campaigns.