Diesel Film, Digital, Design & Branding BLING FOR GOOD [video] by DDB Berlin

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BLING FOR GOOD [video]

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Industry Clothing
Media Film, Digital, Interactive & Mobile, Design & Branding
Market Germany
Agency DDB Berlin
Creative Director Kristine Holzhausen
Art Director Maya Brenner, Stephen Pham
Copywriter Tobias Hecking, Eddie Flau
Released December 2012

Credits & Description

Advertiser: DIESEL DEUTSCHLAND
Agency: DDB TRIBAL GROUP
Category: Other Consumer Products (including Durable Goods)
Advertising campaign: BLING FOR GOOD
Copywriter: Eddie Flau (DDB Tribal Group)
Chief Creative Officer: Eric Schoeffler (DDB Tribal Group)
Creative Director: Kristine Holzhausen (DDB Tribal Group)
Managing Director Creative: Dennis May (DDB Tribal Group)
Copywriter: Tobias Hecking (DDB Tribal Group)
Account Manager: Nora Hetzelt (DDB Tribal Group)
Art Director: Stephen Pham (DDB Tribal Group)
Art Director: Maya Brenner (DDB Tribal Group)
Account Manager: Ria Meiners (DDB Tribal Group)
Implementation
Throughout all Diesel stockrooms, there are piles and piles of unsellable merchandise, returns and fabric leftovers. They only have one fate: at some point they eventually will be shredded.Something that totally counteracts the foundation’s and therefore Diesel’s motifs.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.
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.
Execution
As each piece is a true one of a kind and gets handcrafted in non-profit workshops all over Europe, all enabled by Diesel, Bling for Good is a project, the fashion press reports about – free media and conversations for the OTB foundation.Also, all profits go to the good cause and benefit the people, the foundation is trying to help.
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.