Diesel: The Responsive Lookbook [presentation image]

Credits & Description:

Market: Paris
Agency: Fred & Farid
Entrant Company: Fred & Farid
Production Company: Fred & Farid
Advertiser / Brand: Diesel
Chief Creative Officer: Fred Raillard
Chief Creative Officer: Farid Mokart
Executive Creative Director: Feng Huang
Creative Director: Laurent Leccia
Copywriter: Nix Xiong
Art Director: Laurent Leccia
Producer: Juni Zhu
Agency Digital Producer: Pauline Salendre
Agency Digital Producer: Erick Alonso
Developer: Yannick Landry
Photographer: Pierrick Jegou
Brand Supervisor: Christophe Archaimbault
Brand Supervisor: Tracy Wang
Agency Supervisor: Claudia Anegon
Agency Supervisor: Adam Nait
Agency Supervisor: Mylene Boutonnet-Tranier
Website URL: http://www.dieseljoggjeans.com...
Describe the campaign/entry:
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.
Describe the results in as much detail as possible.
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