Cannes Lions

DIESEL SHANGHAI FASHION SHOW PARTY GLITCH INVITATION

FRED & FARID SHANGHAI, Shanghai / DIESEL / 2015

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Overview

Entries

Credits

Overview

Description

Idea:

Create a one of a kind glitch invitation that needs to be cracked to get. Then generate a hot topic and discussion on social media.

For the 2015 edition of the diesel fashion show, we decided to hide an invitation directly in the code of the campaign image as clues for people on social to find out.

The 10 fastest and geekiest people to find out about the hidden invitation will be asked to post a screen capture of their discovery on their Weibo account using #worldofdiesel# to claim their prize.

Execution

Glitch Invitation is a creative idea that very engaging with target audiences digitally. And also it is easy to spread through social media because of its perfect combination with fashion and geek, which are two opposite and irrelevant categories in common sense. The innovative combination is the extension of Diesel's rebellious brand spirit.

Outcome

1 MILLION MEDIA IMPRESSIONS

1,509 REPOSTS

391 COMMENTS

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