Diesel: The Anti-Perfect Collection

Credits & Description:

Media: Experiential
Category: Retail services
Client: Diesel
Agency: Amber China
Country: China
Chief Creative Officer: Chee Keong Tan
Synopsis:
Amber China has released The Anti-Perfect Collection. The campaign makes a stand against China’s obsession with pursuing beauty and features pieces of jewelry made from cosmetic surgery implants. The campaign was part of Diesel’s worldwide Go with the Flaw campaign.
‘Go with the flaw’ is Diesel’s global proclamation. It stands for everything that is imperfect and celebrates individuality and uniqueness- after all, our flaws are what makes us interesting. But we needed to launch the campaign in China- where people regarded perfection as a way of life. They would pursue cosmetic surgery to make up for their insecurities and low self-esteem, but then find how one procedure was never quite enough. And with the world constantly setting impossible beauty standards, the misuse of cosmetic surgery escalated. The situation called for Diesel to remind people to cut out all the noise and embrace their true, flaw-filled, imperfect but beautiful selves.