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Creative Award
New York, United States
Diesel - "Enjoy Before Returning" by ANDY Awards 2020

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TitleEnjoy Before Returning
Agency
Campaign Enjoy Before Returning
Advertiser Diesel
Brand Diesel
Date of First Broadcast/Publication 2020 / 4
Product Diesel
Business Sector Apparel, Fashion & Footwear
Story Wardrobing is the act of buying clothes, wearing them for the occasion and returning them within 14 days for a full refund. For the launch of the FW19 collection, instead of fighting it, Diesel embraced wardrobing and encouraged people to ENJOY BEFORE RETURNING both gaining new customers and reducing returns in the process.
Media Type Case Study
Length
AI Description The ad "Enjoy Before Returning" by Diesel, created by Publicis Italy in 2020, explores the issue of 'wardrobing'—buying clothes to wear briefly before returning them. Set against a vibrant backdrop of colorful and energetic scenes, the advertisement leans into the irony of this trend, encouraging viewers to 'enjoy before returning.' Footage includes people engaging in the nightlife, like dancing and partying, with tags on their clothes—symbolizing an invitation. Clips of media figures like TV hosts discussing the issue coupled with Diesel's bold branding amplify the campaign's rebellious and trendy nature. Diesel cleverly transforms the shame associated with 'wardrobing' into a branding celebration, ultimately posing the question: "If you can't stop people from doing it, why try?" This ad positions Diesel not as a victim of consumer practices but as a trendsetter, with sales reportedly increasing during Fashion Week.
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