Through next week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.
At #7 in TV/Film is the viral hit from Wren Studio and directed by Tatia Pilieva, who asked strangers engage in deep lip locks. The film also appeared at this year's Saatchi & Saatchi New Director's Showcase and saw a follow-up in the form of a promo for Showtime's "Master's of Sex," which asked complete strangers to undress each other.
Turns out that kissing -- especially hesitant-at-first kissing that turns into a full-out tongue session -- is enough to get you 24 million views on YouTube in two days. The brand to figured it out? L.A. fashion label Wren Studio, which debuted a video earlier this year featuring strangers meeting each other for the first time, then being asked to kiss.
The cast has some famous names, like OKGo's Damian Kulash (watch our chat with him at Cannes last year here), Army Navy's Justin Kennedy, models Ingrid Schram and Natalia Bonifacci; and actors actors Matthew Carey, Karim Saleh, Corby Griesenbeck, Jill Larson, Corby Griesenbeck, Marianna Palka. Elisabetta Tedla and Luke Cook.
Obviously, it's adorable -- many feel the need to create some sort of intimate connection to each other first by looking into each other's eyes, holding hands, or giving each other compliments. But there are also plenty of moments where you want to just look away, because some of those kisses get hot and heavy, really soon.
The only problem: The people in the video (featuring music by Soko) are all wearing the fashion brand's clothing, but who's even looking?
To see all of this year's new directors read the story on adage.com. For more Cannes work highlights, tune into Creativity's "The Best of Cannes."