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去与假
案例简介：EntrySummary 在美国，“仿冒品” 一词指的是一种假冒产品，看起来像原始产品，但用廉价材料设计，通常有微妙的设计或拼写变化。纽约的假冒区主要位于运河街，以假冒商品的主要目的地而闻名于世。这个地区的中心位于运河街和百老汇的十字路口，这正是我们建立 DEISEL 仿制品商店的地方。 简要解释 忠于柴油的颠覆性，我们的设计团队用微妙的拼写错误颠覆了柴油的经典标志，看起来像一个真正的仿制品。然后，我们在纽约假货区的中心租了一家商店两周。为了真实性，我们设计了它看起来很杂乱，并雇佣了两个演员作为可疑的店主表演。这家商店第一周秘密开业。那些在这段时间里敢于在那里购物的人购买了伪装成 DEISEL 的真正柴油产品，以低价出售。第二周是纽约时装周期间的大揭露。这次全价。首先，我们通过 Instagram 的故事取笑这个想法，然后我们通过社交媒体泄露秘密，吸引了成千上万的粉丝和时尚达人。这家商店本应开放几天，但一次就卖完了。然后我们在 Diesel.com 全球推出了这个品牌，几个小时就卖完了。
去与假
案例简介：EntrySummary In the USA, the term “knock-off” refers to a counterfeit product, made to look like the original, but designed with cheap material and usually has subtle design or spelling changes. New York’s counterfeit district, located primarily on Canal Street, is world famous for being a prime destination for counterfeit goods. The very heart of this district is located on the intersection of Canal St. and Broadway, which is exactly where we set up the DEISEL knock-off store. BriefExplanation Staying true to Diesel’s disruptive nature, our design team subverted Diesel’s classic logo with subtle misspellings to look like a real knock-off. We then rented a store in the heart of NYC’s counterfeit district for two weeks. For authenticity, we designed it to look cluttered and hired two actors to perform as suspicious shopkeepers. The store opened secretly for the first week. Those brave enough to shop there during this time bought real Diesel pieces, disguised as DEISEL, for knock-off prices. The second week was the big reveal during New York Fashion Week. Full price this time. First, we teased the idea through Instagram Stories, then we let the secret out through social media, attracting thousands of fans and fashionistas. The store was supposed to be open for several days, but it sold out in one. Then we launched the brand globally on Diesel.com, selling out in several hours.
Go With The Fake
案例简介：EntrySummary 在美国，“仿冒品” 一词指的是一种假冒产品，看起来像原始产品，但用廉价材料设计，通常有微妙的设计或拼写变化。纽约的假冒区主要位于运河街，以假冒商品的主要目的地而闻名于世。这个地区的中心位于运河街和百老汇的十字路口，这正是我们建立 DEISEL 仿制品商店的地方。 简要解释 忠于柴油的颠覆性，我们的设计团队用微妙的拼写错误颠覆了柴油的经典标志，看起来像一个真正的仿制品。然后，我们在纽约假货区的中心租了一家商店两周。为了真实性，我们设计了它看起来很杂乱，并雇佣了两个演员作为可疑的店主表演。这家商店第一周秘密开业。那些在这段时间里敢于在那里购物的人购买了伪装成 DEISEL 的真正柴油产品，以低价出售。第二周是纽约时装周期间的大揭露。这次全价。首先，我们通过 Instagram 的故事取笑这个想法，然后我们通过社交媒体泄露秘密，吸引了成千上万的粉丝和时尚达人。这家商店本应开放几天，但一次就卖完了。然后我们在 Diesel.com 全球推出了这个品牌，几个小时就卖完了。
Go With The Fake
案例简介：EntrySummary In the USA, the term “knock-off” refers to a counterfeit product, made to look like the original, but designed with cheap material and usually has subtle design or spelling changes. New York’s counterfeit district, located primarily on Canal Street, is world famous for being a prime destination for counterfeit goods. The very heart of this district is located on the intersection of Canal St. and Broadway, which is exactly where we set up the DEISEL knock-off store. BriefExplanation Staying true to Diesel’s disruptive nature, our design team subverted Diesel’s classic logo with subtle misspellings to look like a real knock-off. We then rented a store in the heart of NYC’s counterfeit district for two weeks. For authenticity, we designed it to look cluttered and hired two actors to perform as suspicious shopkeepers. The store opened secretly for the first week. Those brave enough to shop there during this time bought real Diesel pieces, disguised as DEISEL, for knock-off prices. The second week was the big reveal during New York Fashion Week. Full price this time. First, we teased the idea through Instagram Stories, then we let the secret out through social media, attracting thousands of fans and fashionistas. The store was supposed to be open for several days, but it sold out in one. Then we launched the brand globally on Diesel.com, selling out in several hours.
去与假
暂无简介
Go With The Fake
暂无简介
基本信息
- 广告战役： #Diesel-推广与活动-dc08#
- 广告品牌： DIESEL
- 发布日期： 2000
- 行业领域： 服装配饰 , 穿着/装扮
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
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获得奖项：
- Cannes Lions 2018 金奖 品牌体验与激活（Brand-owned Experiences）
- Cannes Lions 2018 金奖 直效（Sectors > Consumer Durables）
- Cannes Lions 2018 金奖 户外（Ambient > Live Advertising & Events）
- Cannes Lions 2018 银奖 品牌体验与激活（Customer Retail / In-store Experience）
- Cannes Lions 2018 银奖 直效（Channels > Use of Ambient Media: Large Scale）
- Cannes Lions 2018 铜奖 品牌体验与激活（Sectors > Consumer Durables）
- Cannes Lions 2018 铜奖 直效（Excellence > Launch / Re-launch）
- Cannes Lions 2018 铜奖 公关活动（Use of Events & Stunts）
- Cannes Lions 2018 入围 直效（Excellence > Single Country Campaign）
- Cannes Lions 2018 入围 户外（Ambient > Special Build）
- Cannes Lions 2018 入围 户外（Ambient > Interactive Experiences）
- Cannes Lions 2018 入围 户外（Innovation > Ambient Outdoor）
- Clio 2018 金奖 品牌娱乐（Events/Experiential）
- Clio 2018 金奖 直效（Out of Home）
- Clio 2018 金奖 活动/体验（Events）
- Clio 2018 铜奖 公关（Product Launch）
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