SHANGHAI FASHION SHOW PARTY GLITCH INVITATION

TitleSHANGHAI FASHION SHOW PARTY GLITCH INVITATION
ClientDIESEL
Product / ServiceA GLITCH INVITATION SPREAD ON SOCIAL MEDIA
CategoryB02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and other Greetings Cards
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

Brief Explanation

The challenge was to invite a certain amount of people that love the Brand but wouldn’t probably usually be invited to such kind of event. The key objective was by creating a special invitation - that only few of a kind would discover – raise awareness and increase the visibility of the event.

The Brief

Diesel wants to democratize Fashion, to do so they wanted to invite their fan to be part of the Fashion Event they had in Shanghai during the Shanghai Fashion Week. The brief was to find an interesting, and disruptive way to invite the brand lovers without damaging the Brand’s image.

Results

1 MILLION MEDIA IMPRESSIONS 1,509 REPOSTS 391 COMMENTS

How the final design was conceived

Social media activists and nerds are active online and like to bring the activeness in real life. Thus, we decided to send them an invitation that only they can understand to trigger their interests. 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 invitation.

Indication of how successful the outcome was in the market

1 MILLION MEDIA IMPRESSIONS 1,509 REPOSTS 391 COMMENTS

Credits

Name Company Position
Fred & Farid FRED & FARID SHANGHAI Chief Creative Officers
Laurent Leccia FRED & FARID SHANGHAI Creative Director
Alexis Chatain FRED & FARID SHANGHAI Art Director
Liang Liao FRED & FARID SHANGHAI Media Strategist
Akira Luo FRED & FARID SHANGHAI Social Media Copy Writer
Claudia Anegon FRED & FARID SHANGHAI Account Director
Adam Nait FRED & FARID SHANGHAI Account Manager