Challenge

For almost as long as we’ve had camera phones, the selfie has been the go-to format for self-expression. But with a lack of innovation, the scope for creativity has been limited by the length of your arm. But what if it wasn’t? What would it mean to be able to show your whole self in a selfie, rather than just your head and shoulders? We wanted to reclaim the selfie as an emerging form of self-expression — one that was equitable for all people.

Solution

96% of people with disabilities believe they aren’t well-represented in the fashion industry. In ‘Selfiezine’, Google and Samsung sought to draw attention to this inclusiveness gap by placing the Samsung Galaxy Z Flip4 in the hands of boundary-pushing fashion creators and showcase how Selfie’s can be reimagined without the constraints of proximity. We invited these creative partners to envision a world in which selfies were not constrained by physical limitations and partnered with Vice to bring it to life. Using Google Assistant on the Flip4, we created a zine shot hands-free, that came to life as a physical and digital Selfiezine to showcases that boundaries of expression don’t need to be limited by the selfie form and function. The physical Selfiezine was distributed to a host of retailers and school campuses, and lived digitally across Vice’s ecosystem, alongside talent focused BTS stories.

The campaign was Shortlisted in Cannes' Brand Experience & Activation category.