Responsive Lookbook
Diesel
Issue 41 | December 2016
Agency
FRED & FARID Shanghai
Creative Team
Chief Creative Officers Fred & Farid Creative Director Laurent Leccia Copywriter Nix Xiong Art Director Laurent Leccia
Production Team
Agency Producer Juni Zhu Digital Agency Producers Pauline Salendre Erick Alonso Production Company FRED & FARID Production Company City Shanghai Producer Juni Zhu Photographer Pierrick Jegou Digital Production Company FRED & FARID Digital Producers Pauline Salendre Erick Alonso Developer Yannick Landry
Other Credits
Brand Supervisors Christophe Archaimbault Tracy Wang Agency Supervisors Claudia Anegon Adam Nait Mylene Boutonnet-Tranier
Date
July 2016
Background
Diesel had innovated in the world of fashion by combining denim with jersey and managing to make it look cool.
Joggs look like denim but are very stretchy. They feel like your oldest pair of jeans and are as comfortable as sweatpants.
Idea
Diesel Jogg Jeans looked like jeans but wearers could perform any movement and still feel comfortable wearing them.
The idea was to demonstrate this amazing flexibility with the help of a contortionist and by using responsive technology.
Any visitor to www.dieseljoggjeans. com was invited to take their cursor and change the size of the display window. As they made the window flatter, so the model inside it went from standing to doing the splits. Make the window narrower and he turns sideways on to take up less space.
The Responsive Lookbook invited people to twist and turn the model to make the point. They could then share the experience with friends and/or go to the online shop to buy.
Results
The campaign was soon named site of the day by FWA and received an honorable mention from AWWWARDS.
Our Thoughts
The most noticeable thing about these jeans is the price. In the USA they start at $250 a pair. So Diesel needed to do something a bit special to get people to take them seriously.
And there's nothing like being playful to get people to take an interest. This website gets you squeezing and elongating for at least a minute (in my case, anyway). And every contortion rams home the selling message further and further into the centre of the brain that these jeans are as elastic as you are.