Diesel Design & Branding BLING FOR GOOD by DDB Berlin

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BLING FOR GOOD

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Germany
Agency DDB Berlin
Creative Director Kristine Holzhausen
Art Director Maya Brenner, Stephen Pham
Copywriter Tobias Hecking, Eddie Flau
Released November 2012

Credits & Description

Advertiser: DIESEL DEUTSCHLAND
Agency: DDB TRIBAL GROUP
Category: Promotional Item Design
Advertising campaign: BLING FOR GOOD
Managing Director Creative: Dennis May (DDB Tribal Group)
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Art Director: Maya Brenner (DDB Tribal Group)
Account Manager: Ria Meiners (DDB Tribal Group)
Account Manager: Nora Hetzelt (DDB Tribal Group)
Art Director: Stephen Pham (DDB Tribal Group)
Copywriter: Tobias Hecking (DDB Tribal Group)
Copywriter: Eddie Flau (DDB Tribal Group)
Creative Director: Kristine Holzhausen (DDB Tribal Group)

Brief Explanation
Almost all fashion brands, Diesel included, are regarded unethical and unsustainable companies by a lot of people, who care about fighting poverty. Obviously, this counteracts the foundation’s and therefore Diesel’s motifs.Through our design, we had to prove, Diesel is serious about the foundation’s aims.

Outcome
Bling for Good made it into the conventional and online fashion press, including Vogue, QVEST, NME, German magazines “Gala”, Grazia, Elle, even the big, daily newspaper “Die Welt” and many more.A goal that’s usually unreachable for the foundation.Quick sales of the items in the initial weeks indicate, our message reached our target group and evoked a reaction.

Client Brief Or Objective
The Only the Brave Foundation was established by Diesel’s owner Renzo Rosso with the final aim to end poverty. The object was to generate awareness within Diesel’s young, urban, fashion savvy audience and to raise funds for the foundation’s good cause.

Implementation
Throughout all Diesel stockrooms, there are piles and piles of unsellable b-merchandise, returns and fabric leftovers. They only have one fate: at some point they eventually will be shredded.A problem worth solving, which turned out to be the solution to the original brief as well.The idea:Bling for Good.Upcycled jewellery entirely made from Diesel leftovers, serving as a source of funds and a vehicle, we use to spread the word of the foundations cause.This way, by doing, what Diesel does best, which is designing fashion, we created awareness and credibility for Diesel and the OTB foundation.