The world of fashion is constantly evolving, and so are the ways we interact with it. One brand, in particular, Diesel, has decided to take a unique and empowering stance on a common consumer behavior known as wardrobing. This intriguing approach was unveiled just ahead of New York Fashion Week last year. Diesel’s campaign, crafted in collaboration with Publicis Italy, Milan, has sparked a buzz in the fashion world, highlighting the act of buying an item, wearing it once, and then returning it. In this article, we delve into Diesel’s groundbreaking campaign, which sends a clear message – it’s okay to enjoy their clothes before returning them, all while promoting a sustainable fashion future.

The Diesel Wardrobing Campaign
Diesel’s campaign is a breath of fresh air in an industry often quick to condemn the practice of wardrobing. Instead of shunning consumers who indulge in this behavior, Diesel has chosen to embrace it, and even celebrate it. The brand’s return policy takes center stage in its global AW19 campaign, a move that’s bold, unconventional, and inarguably forward-thinking.

The campaign’s commercial, narrated with charm, spells out Diesel’s progressive return policy. As the film unfolds, we follow stylish characters who go out on the town or enjoy a meal in a restaurant, all while keeping their clothes’ labels intact. This vivid portrayal showcases the freedom Diesel’s clothing offers to its wearers. No need to tiptoe or worry about a stain – just relish the fashion experience.

A Stand Against Industry Norms
Wardrobing is a pervasive trend in today’s fashion landscape, costing the industry an average of $15 billion annually. While other retailers often frown upon this practice, Diesel has chosen a different path. By openly accepting it and crafting an entire campaign around it, the brand sends a powerful message. Diesel won’t hold a grudge against its customers for their wardrobing habits; instead, they are encouraged to enjoy their clothing to the fullest.

Empowering the Fashion Consumer
Diesel’s campaign is not just about breaking the mold; it’s also about empowering the fashion consumer. The fashion industry has a longstanding reputation for setting strict guidelines and often exuding an air of exclusivity. Diesel’s approach, on the other hand, is democratic and inclusive.

In a world where image and fashion norms often dictate our choices, Diesel invites customers to break free from these constraints. It encourages people to embrace their individuality, express themselves, and have fun with fashion. After all, why shouldn’t clothing be enjoyed to the fullest, just like any other form of self-expression?

Fashion Week and Beyond
Diesel’s campaign was strategically timed to coincide with Fashion Week events worldwide. What’s even more intriguing is the brand’s exclusive parties, accessible only to those who wore their price labels on the outside of their clothes, irrespective of the brand. This unique approach not only promotes sustainability and responsible consumer behavior but also challenges the conventions of the fashion industry.

Conclusion
Diesel’s campaign is a bold move, challenging the norms of the fashion industry by embracing wardrobing and celebrating it. This approach aligns with the brand’s vision for a more inclusive, sustainable, and enjoyable fashion experience. It empowers consumers to fully express themselves through their clothing without worrying about the stigma often associated with wardrobing. By shedding light on this common behavior and openly accepting it, Diesel has created a revolutionary approach to fashion that deserves recognition and applause. The message is clear: wear it, enjoy it, and return it if you like – Diesel has your back.

Credits
Brand: Diesel
Campaign: Enjoy Before Returning
Advertising Agency: Publicis Italia, Italy
Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
General Manager: Daniela Di Maio
Creative Director: Thiago Cruz
Creative Director: Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Copywriter: Sébastien Rouvière
Art Director: Andrea Sarcullo
Digital Account Director: Ilaria Castiglioni
Account Director: Filippo D’Andrea
Account Executive: Mirko De Martini
Senior Strategic Planner: Monica Radulescu
Social Media Manager: Doina Tatu
Head of TV Production: Francesca Zazzera
TV Producer: Erica Lora Lamia
Art Buyer: Caterina Collesano, Marcella Garutti
Director: Similar But Different
Production company: Smuggler
Executive Producers: Fergus Brown, Chris Barrett
Producer: Javier Alejandro
DOP: Kaname Onoyama
Stylist: Luci Ellis
Music Production: Sizzer
Photographer/Director: Angelo Pennetta
Production Company: Art Partner
DP: Errol Rainey
Stylist: Julia Sarr-Jamois
Casting: Julia Lange
Make-up: Lotten Holmqvist
Hair: Syd Hayes
Nails: Anatole Rainey
Set Design: Alice Kirkpatrick
Choreographer: Ryan Chappell
Photographer: Roberto Badin / 1806 Agency
Production Company: 1806 Agency
Post Production: Diego Speroni / 1806 Agency
Set Designer: Martina Lucatelli

This campaign is about:
Wardrobing in fashion, Diesel return policy, Fashion industry sustainability, Diesel clothing experience, New York Fashion Week campaigns, Sustainable fashion practices, Fashion industry trends, Diesel AW19 campaign, Fashion brand innovation, fashion freedom, Diesel Enjoy Before Returning, Diesel jeans, Diesel clothing, fashion accessories

The red MAGA hat symbolized as a part of the MAGA initiative was a great symbol of hatred against the immigrants. The Peace collective did something unusual with the hat. They took threads of the Make America great again text from the hat thread by thread and gave it new words of acceptance, “Welcome to Canada.” The color combination on the hat is of red and white color, which is also the Canadian flag theme. The motive is to let people know that “Acceptance is stronger than hate.”
 

 
The campaign has followed a unique and sincere way of promoting the “World is my home” ideology. The Unravel hate campaign surely can establish the feeling of acceptance.
 

 
Credits
Brand: Peace Collective – Unravel Hate
Campaign: Unravel Hate
Agency: Zulu Alpha Kilo

Introducing the first bra that is truly kind to women; Womankind by Berlei

The integrated campaign is supported by a social movement #boobtruth which aims to highlight the the painful, awkward, uncomfortable and funny realities behind bras.

Credits
Category: Clothing
Client: Berlei
Agency: The Monkeys
Production Company: Revolver/ Will O’Rourke & Somesuch UK
Director: Kim Gehrig
Editor – Elise Butt, Trim London
Post Production – Fin Design & Effects
Sound Design – Simon Kane, Song Zu

This campaign is about:
Advertising Standards Board, Social Movement, Bra, Advertising, Marketing Campaign, TV Commercial, Fashion, Award winning Campaign, Clios, Digital Film

Project Description:
Culture is plural and doesn’t have one single source or narrative. Kerala has hundreds of folk art forms and practices spread across all religions, tribes, and castes out of which a few have already gone extinct. Three ritualistic folk art forms like Arjuna Nritham, Tholpaavakoothu, and Poothanum Thirayum have been focussed to bring out the essence of cultural tradition in this Ad film for Karalkada. The client co-operated with the idea of making an Ad film which didn’t reveal their product directly but talked about their cultural tradition and heritage in an indirect way by portraying the folk art forms of Kerala. The Ad film shot in a documentary style blends with the music video style layered with sleek cuts on music and chants based on various folk art forms is a tribute to the varied and diverse culture and heritage of Kerala.

The Client:
Karalkada, a clothing brand specialised in handloom cotton especially Kasavu fabrics was established in the 1800s. Since then, they have been an active participant in the preservation of a dying art form like handloom. They have created a cultural lineage closely working with the handloom weavers who use pit looms (Kuzhithari) to bring out exquisite Kasavu sarees, Kasavu Mundu, and Mundum Neryathum. They have their showroom dating over 100 years old in Kaithamukku Junction, Thiruvananthapuram.

Production House:
DocArt Productions specialise in feature films, conceptual ads, documentary films, print ads, and corporate videos. Name DocArt can be interpreted in many ways- documenting art, an abbreviation for documentary art, or the art of documenting. They promote the art of all sorts and artists from various fields. Words and concepts take different shapes and meanings under this umbrella. To understand others needs and to represent / re-interpret them with a wider perspective motivates us the most.

This Ad is about:
DocArt Productions, Karalkada, Kuzhithari, Clothing, Handloom, Thiruvananthapuram, Kaithamukku, Kerala, Arjuna Nritham, Tholpaavakoothu, Poothanum Thirayum, Kerala Culture, Kerala Heritage, Art, Theater, Documentary, Folk art, Creative Advertising Campaigns, Marketing strategy

The account, which was won as a result of a multi-agency pitch, will be handled by the agency’s Mumbai office. The agency will be responsible for Brand Ideas, consumer strategy and communication plan, including creative mandate.

Blackberrys, India’s leading menswear retail brand has been synonymous with great fit and finish over the last 25 years of operations. With a Pan India footprint covering more than 110 cities, through its robust channel and partner network, the brand aims to tap into the discerning consumer preferences through its enhanced wardrobe solutions proposition.

Commenting on the agency appointment, Delna Sethna – Chief Creative Officer at L&K Saatchi & Saatchi says, “It’s rare in today’s scenario to find Client Partners who will entrust you with a blank canvas. It is both immensely exhilarating to have this opportunity as it is sobering to live up to that belief. There’s no question of letting them down.”

Ramesh Kaushik, VP – Brand Experience, Blackberrys says, “Blackberrys is all about enabling the consumers in their journey of success, always clothed in confidence and style. During the pitch process the agency presented a strategic approach that aptly addressed the precision required by us, for engaging our consumers. They displayed deep understanding of the consumers and category with a clear way ahead. We have faith in their ability to bring the desired outcome and do justice to the mandate.”

This Advertising News is related to:
Blackberrys, Garment, Mohan Brothers, Fashion Company, Delna Sethna, L&K Saatchi & Saatchi, Brand Ideas, Consumer Strategy, Communication Plan, Clothing, Fashion, Advertising News, Brand News, Creative Duties, Creative Mandate, Latest Advertising News

Isobar India, the digital agency from Dentsu Aegis Network, has collaborated with Wrangler to help the brand launch their latest collection, ‘Stretch Plus’ in India. As part of the launch, the agency has devised and executed a digital media campaign for the Wrangler that focusses on engaging ‘followers’ with the product’s latest feature, ‘Extra Stretch’.

In an age where brands are using banner ads on mobile devices to direct users towards discounts or generate other forms of marketing leads, Isobar India has created an interactive approach to engross consumers by extending the stretch feature of the product on the banner itself. Targeting users on touch devices, the agency asks customers to ‘stretch’ the product on the devise for a surprise offer. Every time they stretch the denim on the mobile banner, an offer pops up that leads them to avail discounts on the collection.

The campaign has already garnered a total impression of 2,618,948 with an Engagement Rate of 1.8%. The number of vouchers/coupons that has been generated until now are 1,147. The same number of new users have also been added to the database. For the record, the campaign has been executed in collaboration with mCanvas Advertising.

Speaking on the launch of the campaign, Suraj Nagappa, Vice President Isobar India states, “Our objective is to nudge the audience and make them experience the stretch feature and drive home the point, albeit in a non-preachy manner. We wanted to appeal to the viewer’s reason, and not just feeling. The brand positioning has witnessed a significant shift to adapt to the evolving consumer behaviour. The Stretch Plus campaign has rightfully delivered on the requirement of Wrangler’s new age consumers.”

Commenting on campaign, Rohini Haldea, Marketing Head – Wrangler said, “Interactive ads are a good way for brands to get consumers’ attention and engage with them in a way that is meaningful to the brand. With the interactive ad feature, Wrangler’s Stretch Plus campaign is aimed at creating a digital experience that highlights the product benefits in an engaging manner and incentivises the consumer to try the product.”

About Wrangler

Wrangler is the everyday performance denim brand. Since the dawn of our denim, our inspiration and guide has been real life experiences. We believe that clothing should be designed to fit the needs of the people wearing it. We have held this belief to our heart from the beginning — from 1947 , when we started up in Greensboro, North Carolina. We embarked on a platform of innovation and with an idea to create the best-possible jeans, jackets and shirts for cowboys. We added special features. We added functionality. For instance, flat rivets that wouldn’t scratch your saddle, watch pockets, seven belt loops (instead of the usual five), and yoke seam over panel for keeping your wallet in place. Functional design details still remain vital, adapting to modern looks and needs. Now, with jeans being worn by millions every day, we are totally committed to improving the everyday functionality of our jeans and to making a huge and positive difference to your life. Our ground-breaking innovative platform, Denim Performance, started with our understanding of what riders need from a pair of jeans: Tough Gear, Sun Shield, Cool Vantage, Anti-Bacteria and Water Repellent. We move with the times, often leading the way to providing more comfortable, more stylish and more innovative every day denim wear. A wear that is just as durable, authentic and stylish as you would expect from the world’s favourite denim brand.

Campaign Credits
Business Head: Suraj Nagappa
Group Head: Rolf Hennessy
Creative Supervisors: Maitri Ramkumar
Copywriter: Diwakar B.
Account Managers: Nagesh Savukar
Associate Director, Media: Baniaikynmaw L Shanpru

This Ad campaign is related to:
Isobar, mobile ad campaign, Wrangler Stretch Plus, best marketing campaign, Digital agency, Dentsu Aegis Network, Clothing, clothing campaign, fashion campaigns, fashion ads, Best ads on TV, Jeans, mCanvas Advertising, Suraj Nagappa, digital media campaign, innovative

Asics has launched a new brand platform, ‘Want it more’, featuring real people pushing themselves hard physically to achieve their fitness goals.

Want It More

Credits:
Campaign: ASICS: Want it More
Client: Asics
Senior General Manager, Global Brand Marketing: Paul Miles
Global Advertising Manager: Eva Sutter
Agency: 180 Amsterdam
Executive Creative Dir: Dan Treichel, Dave Canning
Art Director: Tony Bartolucci
Copywriter: Joe Craig
Executive Producer:
Producer: Bethany Papenbrock
Asst. Producer: Davide Janssen
Account : Jim O’Regan
Business Affairs: Akvilina Jaskunaite
Planner: Ben Armistead
Production Co.: Smuggler/Gatehouse
Director: Henry Alex Rubin
DP: Ken Seng
Producer: Ben Link
Executive Producer: Chris Barett
Editorial Co.: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O’Mara
Assistant Editor: Jake Armstrong
Online Facility: MPC Amsterdam
Colorist: Jean Clemant

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