Abzal Issa Bekov AW16 Whatsapp campaign photographed by Timothy Schaumburg, UK Abzal Issa Bekov AW16 Whatsapp campaign photographed by Timothy Schaumburg, UK
Abzal Issa Bekov AW16 Whatsapp campaign photographed by Timothy Schaumburg, UK Abzal Issa Bekov AW16 Whatsapp campaign photographed by Timothy Schaumburg, UK
Abzal Issa Bekov AW16 Whatsapp campaign photographed by Timothy Schaumburg, UK Abzal Issa Bekov AW16 Whatsapp campaign photographed by Timothy Schaumburg, UK

Msg 4 gr8 fashion

10 : 11 : 2016 Backlash Brands : Opt-In Culture : Text Commerce

London – Fashion graduate Abzal Issa Bekov is generating a sense of intrigue with his opt-in advertising campaign.

  • Bekov explores the phenomenon of sexting by encouraging people to text a WhatsApp number in exchange for collection photos
  • Messages will be replied to sporadically in person rather than using AI technology

A number encouraging users to ‘WhatsApp Me!’ and a figure shrouded in shadow are the only visual stimuli on Abzal Issa Bekov’s website.

As the campaign’s creative director Philipp Humm explained to LS:N Global, the decision to showcase the Central Saint Martins graduate’s collection entirely on WhatsApp was a way of parodying the anonymity and ambiguity that are so integral to many of our online exchanges.

As the website is manned sporadically, users must wait until Bekov comes back online to receive a unique combination of two images from the campaign, mimicking the intermittent nature of real-life WhatsApp exchanges.

‘People are employing new filters that block out everything they don’t want to see. That’s technological filters as well as cognitive ones,’ says Humm. ‘One way to get through to them is to make them curious.’

The Big Picture

Brands are foregoing the mass marketing approach and instead turning to opt-in advertising to nurture a sense of secrecy and exclusivity. See the Opt-In Culture section in our Backlash Brands macrotrend for more.

Discover More Daily Signals
Netflix’s Famous Last Words signals a new era of digital legacy

Daily Signals

Netflix’s Famous Last Words signals a new era of digital legacy

Dr Jane Goodall, the renowned ethologist and conservationist passed away this week. An interview she recorded for Netflix’s new series Famous Last ...
Technology : Legacy : Longevity
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Foresight Friday : Content Creation : Media
Stat: Americans’ trust in media declines to record low

Daily Signals

Stat: Americans’ trust in media declines to record low

Media : Trust : Consumer Behaviour
London welcomes the world’s first Museum of Youth Culture

Daily Signals

London welcomes the world’s first Museum of Youth Culture

The world’s first permanent museum dedicated to youth culture is set to open in Camden, London, in December 2025.
Youth : Culture : Museum
Swedish insurer hacks social media algorithms with mental health anthem

Daily Signals

Swedish insurer hacks social media algorithms with mental health anthem

Swedish insurer Länsförsäkringar Göteborg och Bohuslän has launched Detoxify, a subversive campaign that uses music to retrain harmful social media...
Sweden : Social Media : Algorithms
Stat: Gen Z shuns the values most desired by hiring managers

Daily Signals

Stat: Gen Z shuns the values most desired by hiring managers

New research from behavioural-science company Becoming You Labs reveals that only a small fraction of American Gen Z hold the three main values tha...
Youth : Gen Z : Work
Stella McCartney debuts plant-based feathers at Paris Fashion Week

Daily Signals

Stella McCartney debuts plant-based feathers at Paris Fashion Week

At Paris Fashion Week, Stella McCartney unveiled a striking alternative to bird feathers: plant-based Fevvers.
Stella McCartney : Fevvers : Feathers
Pedestrians are walking faster and lingering less in public spaces

Daily Signals

Pedestrians are walking faster and lingering less in public spaces

Pedestrians in American cities are moving faster and spending less time lingering in public spaces, according to a new study from MIT’s Senseable C...
MIT : Wellness : Design
Stat: Taylor Swift’s new album movie breaks US box office

Daily Signals

Stat: Taylor Swift’s new album movie breaks US box office

Taylor Swift’s latest project, The Official Release Party of a Showgirl, turned a listening event into a box office hit, earning £24.6m ($33m, €28....
Pop Culture : Advertising : Media
Chanel’s le19M brings Parisian craftsmanship to Tokyo

Daily Signals

Chanel’s le19M brings Parisian craftsmanship to Tokyo

Chanel’s le19M has landed in Tokyo with La Galerie du 19M Tokyo, an exhibition that unites Parisian artisans and Japanese craftspeople in a celebra...
Luxury : Fashion : Design
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN