The Campaign

The Anti-Perfect Collection – a jewellery collection made using a woman’s removed cosmetic implants, made to remind everyone to keep fake parts out and embrace who we really were. In this stunt perfectly planned by Diesel, we created the bizarre story of a woman that compelled people to buy her unique jewellery collection.

The Brief

Our overall budget equaled to a total of RMB 1.2 million, which consisted of material production and media. Material production costed RMB 650K, while spending on social media platforms such as WeChat, Weibo and our collaboration with KOLs amounted to RMB 550K.

Creative Execution

The stunt began with a story of Xiao Xiao removing her implants to make jewellery through an unbranded online video (BTW her story wasn’t real, but the jewellery was). Then, the online video led people to an online bazaar where they could buy pieces from the Anti-Perfect Collection. Each unique piece was a provocative reminder to keep fake parts out and embrace yourself. Word and intrigue spread, sparking debate and conversation online about the world’s tainted perception of beauty. People only realised it was a Diesel stunt upon delivery of their purchase, bearing ‘Go with the flaw’ as our message.

Describe the success of the promotion with both client and consumer including some quantifiable results

15.2 million people watched Xiao Xiao’s video and The Anti-Perfect Collection sold out within a week, provoking heated debate about beauty and endless conversation (7 million in social engagement). But as the campaign progressed, people started accepting individual uniqueness as their self-esteem raised. They realised their natural beauty didn’t need fixing. Only their perceptions did. The campaign managed to accumulate a total of 274 million impressions, making it one of the most controversial campaigns in China that effectively raised a voice against artificial beauty.

Explain why the method of promotion was most relevant to the product or service

The world misuses cosmetic surgery. China is not an exception. People pursue artificial perfection hoping it would raise self-esteem. But what they really needed to do was embrace who they really were. So Diesel created a stunt: The Anti-Perfect Collection, a jewellery collection made using a woman’s removed cosmetic implants. Each piece of jewellery was a reminder for us to embrace ourselves and keep fake parts out. Once people found out it was all a stunt by Diesel to launch their global campaign ‘Go with the flaw’, everyone realised their beauty didn’t need changing- only perceptions did.

We needed to make Diesel’s proclamation, ‘Go with the flaw,’ heard in a society that believes cosmetic surgery can fix confidence issues. It was the perfect time for Diesel to remind people to cut out all the noise and embrace who they really were- in line with Diesel’s global proclamation to ‘Go with the flaw.’ But Diesel had to make themselves heard in a way that was unique enough to be talked about. So, we went rogue and created the bizarre story of a woman who removed her cosmetic implants to put them to better use. By turning cosmetic implants into jewellery, we reminded people to embrace their true beauty by keeping fake parts out. This provocative stunt sparked debate and conversation about the tainted perception of beauty and how it needed to change- paving the way for Diesel to launch their global campaign.