| Title | SHANGHAI FASHION SHOW PARTY GLITCH INVITATION |
| Brand | DIESEL |
| Product / Service | A GLITCH INVITATION SPREAD ON SOCIAL MEDIA |
| Category | F04. Innovative Use of Social or Community (including emerging platforms for brands) |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| 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 |
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.
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Social media activists and nerds are active online and like to bring the activeness in real life but don’t know how. We need to send them an invitation that only they can understand to trigger their interests. Send out the invitation with an interacting way to drive audiences’ attention to the Diesel Fashion Show party. 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.