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Foster's has unveiled the first ever digital outdoor campaign that allows people to create and submit content for Facebook, directly from the poster. Created by adam&eve, the campaign for Foster's Gold invites people to dress up in a “smart/casual” outfit selected from a digital wardrobe and then share the resulting ensemble online with friends.
The screen takes a photo of the participant’s face and allows the user to swap between different trousers, tops and accessories in a mixture of smart and casual styles. Once the user has selected their preferred outfit, a picture is taken of them in the overall “look” with Foster’s characters Brad and Dan positioned approvingly alongside. All pictures are then uploaded to the www.facebook.com/fosters wall where participants can tag themselves and share with friends.