Custom QR Code Apparel Takes the Stage at the Webby Awards

The 12th annual Webby Awards were held this past Monday night, honoring excellence on the Internet for everything from website and interactive advertising to online film and video. Awards are given in nearly 70 categories, with two winners for each, one selected by The International Academy of Digital Arts and Sciences, and one voted by the public. Among this year’s winners was Jessica Stuart whose video, The Time to Eliminate Pediatric AIDS is Now, created for the Elizabeth Glaser Pediatric AIDS Foundation was awarded in the category of Public Service and Activism. Mrs. Stuart seems to be getting just as much attention now, however, for her wardrobe choice the evening of the awards as for the film itself.

For the ceremony, Jessica wore a white shift dress of her own design, that was printed with QR codes that played her winning video when scanned by a smartphone. The dress was created with the help of friends Dave Miss, a graphic designer and Sarah Rochford, a costume designer. According to Stuart, the dress was scanned more than 100 times throughout the evening. How’s that for a promotion via custom apparel?

See the winning video below:

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