| Title | SHANGHAI FASHION SHOW PARTY GLITCH INVITATION |
| Brand | DIESEL |
| Product / Service | A GLITCH INVITATION SPREAD ON SOCIAL MEDIA |
| Category | D01. Fast Moving Consumer Goods |
| 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 |
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.
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.
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.
The general results: 1 MILLION MEDIA IMPRESSIONS 1,509 REPOSTS 391 COMMENTS The feedback is very positive. The viewer’s comments at Weibo as below: “Diesel is full of surprise! Even the invitation is so with style!” “The design is so special! I would never thought of that!!” “Anyone can help me crack it? I really want to go to the party!”