The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Magazine / Campaign
Annual ID
OS_PT20_008B
About the Work
Wardrobing is the act of buying clothes, wearing them for the occasion and returning them within 14 days for a full refund. This costs the fashion industry $15 billions/year. Some fashion retailers go as far as blacklisting customers who usually return items. Not Diesel. 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 as something normal, 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 we see people making the most of the night without hiding the fact that they plan on returning the clothes. 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. Besides being the talk of town, the approach helped to actually REDUCE Diesel returns by 9% globally and got an increase of 24% in new customers.
2020 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
Publicis Italy / Milan
Client / Brand
Diesel / Breganze
Production Company
Art Partner / Brooklyn
1806 Agency / Milano
Post Production Company
1806 Agency / Milano
Art Director
Andrea Sarcullo
Chief Creative Officer
Bruno Bertelli
Cristiana Boccassini
Creative Director
Thiago Cruz
Mihnea Gheorgiu
Costanza Rossi
Designer
Martina Lucatelli
Director of Photography
Errol Rainey
Photographer
Angelo Pennetta
Roberto Badin
Producer
Francesca Zazzera
Erica Lora Lamia
Caterina Collesano
Marcello Garutti
Julia Sarr-Jamois
Julia Lange
Lotten Holmqvist
Syd Hayes
Anatole Rainey
Alice Kirkpatrick
Ryan Chappel
Diego Speroni
Social Media Manager
Doina Tatu
Strategist
Monica Radulescu
Writer
Sébastien Rouvière
Account Team
Ilaria Castiglioni
Filippo D'Andrea
Mirko De Martini
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