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River Island captures ‘change blindness’ in date night campaign

River Island’s latest campaign is a twist on popular British TV show, First Dates, designed to capture the reactions of unsuspecting men as their dates switch outfits.

River Island
River Island

River Island’s latest campaign is a twist on popular British TV show, First Dates, designed to capture the reactions of unsuspecting men as their dates switch outfits.

Three female actresses were hired to go on the real dates (from a long term relationship to an actual first meet), but then gradually changed their looks throughout the course of the evening. The responses of their male company were secretly filmed.

“Do you notice the little things that change right before your eyes? Scientists have been studying ‘change blindness’ for decades, and we at River Island decided to throw on our lab coats and put the phenomenon to the test,” the write-up reads.

The campaign is accompanied by editorial helping shoppers find outfits to wear on a date, as well as a competition for them to win a trip to Paris and a £200 shopping spree in the River Island Style Studio.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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