When comes the Chinese New Year, one single piece of craft symbolizes this festival - The red pocket, a greeting card with money inside. Amounts becoming bigger and bigger, it is now, among Chinese, a real burden for social relations, destroying the original intention of this festival.

A problem in which Diesel, mastering irony like no one else, tried to promote its point of view. What if money was just the packaging?

Introducing the Money Pocket, the first red envelope made of real money. Turning it inside out, giving the full space to the real values behind (caring, friendship, love, safety).

Diesel crafted 2,000 pockets for their Shanghai, Beijing and Chengdu stores. The first customers got their 200rmb money pocket with our dear greetings inside, and also the possibility to make their own card.

35% more traffic than our projected target