Italian rock band Subsonica teams up with Google to take wearable tech on tour
Fans of the Italian rock band Subsonica are being invited to design gifs which will play on their idols' jackets as they perform on stage.
A collaboration with Google's gif-maker tool Google+Motion and intended to promote the band's latest hit 'Di Domenica', users are being asked to create an animation that shows what Sunday means to them.
The winning animations will then be projected onto the band's specially created 'digital jackets' when they perform Di Domenica on tour later this year.
The campaign has been created by Isobar, whose creative director Nick Craske said: "’Incredibly Close’ is an innovative campaign that shows how new fashion and music can combine with Google technology to bring the music fan experience into the 21st century.”
The campaign will be supported with YouTube videos, pre-rolls and a social outreach programme across Italy.