"Completed Portraits": Polish Company "Shoe" Classic Portraits
"Completed Portraits": Polish Company "Shoe" Classic Portraits

Video: "Completed Portraits": Polish Company "Shoe" Classic Portraits

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Completed portraits
Completed portraits

The shoe company KIWI from Poland has taken the advertising campaign to a new level. They not only creatively approached the very idea of how to tell about their products, but also managed to enlist the support of leading museums in order to create so-called "augmented reality" for the most famous canvases of the classics of the art world.

Vincent Van Gogh. Self-portrait (1889)
Vincent Van Gogh. Self-portrait (1889)
KIWI. Brown boots (2017)
KIWI. Brown boots (2017)

The idea of the campaign Completed portraits “(“Portraits Completed”) was to create the“lower half”of famous portraits, try to imagine how the legendary artists would depict the legs of their models. For example, KIWI artists suggested that Van Gogh could be shod in ordinary leather lace-up shoes, and Jan Vermeer may have posed a girl in blue sandals that would match her dress.

Leonardo Da Vinci Mona Lisa (1503)
Leonardo Da Vinci Mona Lisa (1503)
KIWI. Italian brown leather clogs (2017)
KIWI. Italian brown leather clogs (2017)

The ad campaign won two awards, the Golden Lion and the Bronze Lion, in the Print & Publishing competition at the Festival de Cannes this year. And this victory was due not only to the creative approach, using the classic canvases of great artists, but also to the creation of a special application for smartphones.

Rembrandt van Rijn. Self-portrait (1640)
Rembrandt van Rijn. Self-portrait (1640)
KIWI. Black leather boots with silk lacing (2017)
KIWI. Black leather boots with silk lacing (2017)

The company that developed the entire concept was Ogilvy Chicago … They also created a playful audio tour that describes the pictures involved in the advertisement. The voice tells both real facts about artists and paintings, as well as funny speculations regarding their shoes. The company even teamed up with museums that exhibit these portraits to help put together the app. After downloading it, users can see the same "augmented portraits" on the screens of their smartphones - just take a picture of the picture, as the application will show, the second part of the portraits is the one that was created for KIWI.

Jan Vermeer. Girl with a Pearl Earring (1665)
Jan Vermeer. Girl with a Pearl Earring (1665)
KIWI. Girl with blue sandals (2017)
KIWI. Girl with blue sandals (2017)
Raphael. Self-portrait (1506)
Raphael. Self-portrait (1506)
KIWI. White suede shoes with embroidery (2017)
KIWI. White suede shoes with embroidery (2017)
Paul Cezanne. Self-portrait in a beret (1900)
Paul Cezanne. Self-portrait in a beret (1900)
KIWI. Brown lace-up shoes (2017)
KIWI. Brown lace-up shoes (2017)
Henri Matisse. Woman with a Hat (1905)
Henri Matisse. Woman with a Hat (1905)
KIWI. Woman in Shoes (2017)
KIWI. Woman in Shoes (2017)
Pierre Auguste Renoir. Portrait of the actress Jeanne Samary (1877)
Pierre Auguste Renoir. Portrait of the actress Jeanne Samary (1877)
KIWI. White satin ballerinas (2017)
KIWI. White satin ballerinas (2017)

Japanese designer Masaya Kushino creates something so unusual that it cannot be confused with anything else. The most famous examples of her work can be seen in our an article dedicated to his shocking work.

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