|Title||THE ANTI-PERFECT COLLECTION|
|Product / Service||FASHION|
|Category||A04. Consumer Durables|
|Entrant||AMBER CHINA Shanghai, CHINA|
|Idea Creation||AMBER CHINA Shanghai, CHINA|
|TAN CHEE KEONG||AMBER CHINA||CHIEF CREATIVE OFFICER|
|AMBER LIU||AMBER CHINA||CHIEF EXECUTIVE OFFICER|
|KIDD ZHANG||AMBER CHINA||CREATIVE DIRECTOR|
|WILLOW YANG||AMBER CHINA||CREATIVE DIRECTOR|
|CAN SHI||AMBER CHINA||ART DIRECTOR|
|CS CHONG||AMBER CHHINA||ART DIRECTOR|
|ELISSA AZIZI||AMBER CHINA||COPYWRITER|
|GREEN FENG||AMBER CHINA||COPYWRITER|
|ELLA CAO||AMBER CHINA||AGENCY PRODUCER|
|TITAN FU||AMBER CHINA||GENERAL MANAGER|
|CHRISTINA ZHANG||AMBER CHINA||ACCOUNT|
|NEIL ZHNAG||AMBER CHINA||ACCOUNT|
|AARON PAN||AMBER CHINA||STRATEGIC PLANNING DIRECTOR|
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.
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.
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.
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.
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.