London International Awards
2021 Winners and Finalists
Gold
Ambient & Activation: Direct Marketing - Consumer
Entrant: Publicis Italy, Milan Diesel - "Enjoy Before Returning"
| Corporate Name of Client: | Diesel |
| Agency Account Executive: | Mirko De Martini |
| Agency Account Directors: | Ilaria Castiglioni/Filippo D'Andrea |
| Senior Strategic Planner: | Monica Radulescu |
| Advertising Agency: | Publicis Italy, Milan |
| Global Chief Creative Officer: | Bruno Bertelli |
| Chief Creative Officer: | Cristiana Boccassini |
| Executive Creative Directors: | Mihnea Gheorghiu/Thiago Cruz |
| Associate Creative Director: | Andrea Sarcullo |
| Creative Supervisor: | Costanza Rossi |
| Copywriter: | Sébastien Rouvière |
| Head of Production: | Francesca Zazzera |
| Agency Producer: | Erica Lora Lamia |
| Art Buyers: | Caterina Collesano/Marcella Garutti |
| Social Media Manager: | Doina Tatu |
| Production Companies: | Smuggler, London/Art Partner, London |
| Director: | Similar But Different |
| Executive Producers: | Fergus Brown/Chris Barrett |
| Producer: | Javier Alejandro |
| Director of Photography: | Kaname Onoyama |
| Stylist - Smuggler: | Luci Ellis |
| Music Production Company: | Sizzer, Amsterdam |
Description:
If nothing can make people stop wardrobing, then why try to stop them at all? For the launch of the FW19 collection, Diesel embraced wardrobing and encouraged people to ENJOY BEFORE RETURNING.
Diesel’s return policy became the central part of the global communication, whether it was turned into a song for the launch film or slapped all over fashion visuals, while portraying consumers planning on returning and wearing the tag out apologetically.
The campaign was timed to the global Fashion Week events, when wardrobing spikes, and Diesel’s parties were accessible only to those who kept the labels out, no matter the brand.