Cannes Lions

Made of details

FRED & FARID SHANGHAI, Shanghai / DIESEL / 2016

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Overview

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Credits

Overview

Description

When people want to see the details using their smartphone, they pinch and zoom.

We crafted a mobile experience where the only way to explore Diesel's collection until the very last details is to Pinch and zoom; seamlessly dragging one of our three fashion influencers closer and closer to the mobile screen.

Execution

Diesel Denim China has developed a mobile-crafted experience showcasing, until the very last details, a totally new way to discover Diesel’s denim customisation collection (range of possibilities in term of denim customisation).

The aim was to engage users to play around with this experience, to get inspired and getting know the brand value – Diesel is an craft brand.

Simply by pinching & zooming, it literally drags the selected model closer and closer to the mobile screen; finally allowing users to discover a very unique customised piece of denim. 3 special customisations are available, embodied by three different Key Opinion Leaders, ending each time into short films where they tell their own stories (from their inspirations to their customisations). Now starting with spikes; rubbing / washing / embroidery customisations will come in the coming months in whole shops. Diesel’s Shanghai Flagship gives the tempo as a kick off, but will be followed by all Diesel shops across China, welcome into the era of singularity.

Outcome

800k unique visitors

4'37 average connection time

50k shares on Wechat

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