THE RESPONSIVE LOOKBOOK

Bronze Spike

Case Film

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TitleTHE RESPONSIVE LOOKBOOK
ClientDIESEL
Product / ServiceJOGGJEANS
CategoryA02. Durable Consumer Goods
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Media Placement FRED & FARID SHANGHAI, CHINA
PR FRED & FARID SHANGHAI, CHINA
Production FRED & FARID SHANGHAI, CHINA
Additional Company DIESEL Glendale, USA

The Campaign

THE AGENCY HAS WORKED ON A CREATIVE IDEA THAT FULLY EXPRESSES THE PRODUCT FEATURE OF JOGG JEANS BUT IS ALSO ABLE TO INTERACT WITH CONSUMERS IN A PLAYFUL WAY. DIESEL JOGG JEANS PERFECTLY RESPOND TO ANY MOVEMENT OF YOUR BODY; SO HOW CAN WE DIGITALLY DEMONSTRATE IT? SIMPLY BY USING THE RESPONSIVE TECHNOLOGY. WE HAVE CREATED THE RESPONSIVE DENIM; A WEBSITE, ON WHICH YOU CAN CONTORT A MODEL, USING THE RESPONSIVE TECHNOLOGY. WHEN YOU CHANGE THE SIZE OF YOUR WINDOW YOU CAN ENJOY EVERY TIME A DIFFERENT CONTORTION THAT PERFECTLY FITS THE SIZE OF THE WINDOW

Creative Execution

DIESEL JOGGJEANS PERFECTLY RESPOND TO ANY MOVEMENT OF YOUR BODY. WE FOCUSED ON HOW WE COULD DEMONSTRATE THIS UNIQUE SELLING PROPOSITION DIGITALLY BY CREATING A REPOSNIVE SITE.

Results

62 PR coverage 12.9M online readership 358K estimated coverage views 1.93K social shares

The website invites consumers to use responsive technology to understand how the joggjeans launched by Diesel works.

DIESEL TARGET AUDIENCE ARE SMART REBELS. THEY LIKE TO BREAK THE RULES, TO THINK OUT OF THE BOX; HATE BEING TOLD WHAT TO DO, THINK AND WEAR; THEY DO WHAT THEY WANT, WHEN THEY WANT, THE WAY THEY WANT. BY AMPLIFING JOGGJEANS INFO AND INCREASING EXPOSURE OF THE INTERACTIVE WEBSITE DIESEL CAN GENERATE THE AWARENESS TO THE BRAND

Credits

Name Company Position
Fred Raillard FRED & FARID Chief Creative Officer
Farid Mokart FRED & FARID Chief Creative Officer
Laurent Leccia FRED & FARID Creative Director
Nix Xiong FRED & FARID Copywriter
Laurent Leccia FRED & FARID Art Director
Juni Zhu FRED & FARID Agency Producer
Pauline Salendre FRED & FARID Digital Agency Producer
Erick Alonso FRED & FARID Digital Agency Producer
Pierrick Jegou FRED & FARID Photographer
Claudia Anegon FRED & FARID Agency supervisor
Adam Nait FRED & FARID Agency supervisor
Mylene Boutonnet-Tranier FRED & FARID Agency supervisor
Yannick Landry FRED & FARID Developer
Christophe Archaimbault Diesel Brand supervisor
Tracy Wang Diesel Brand supervisor
Links
Website URL