A Coca-Cola and Diesel collaboration? Yes, and the idea by Publicis Italy makes perfect sense when you realise that it involves a fashion collection made from recycled PET obtained from plastic bottles ad recycled cotton, and the target audience is in their teens and twenties. This audience puts fashion and the environment on the top tier of its priorities.
Coca-Cola is trying to hold onto what it had. Diesel is a wildly enthusiastic uptaker of offbeat ideas to stave off the impact of ferocious – and in many cases, cheaper, competitors.
The collection, The (Re)Collection will be available in Diesel stores worldwide from October 7. But before that, “you can find it in the most exclusive areas in the most exclusive pop-up stores,” the campaign film explains. Those “pop-up stores” are recycling bins. Anyone who aims to be a trend-creator rather than a follower can access the collection by scanning the recycling logo on the bins with a mobile phone.
The (obviously) first-of-its-kind recycling bin store of The (Re)Collection was launched on the sidewalk of Galeries Lafayette, on Saturday 28 in Paris, supported by events in Amsterdam, Beijing, Berlin, London, Milan, New York, Shanghai and Tokyo.
Creative Agency: Publicis Italy
Global Chief Creative Officer: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Creative Directors: Thiago Cruz & Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Associate Creative Directors: Dan Arango & Arthur Amorim
Designer: Luca Villa
General Manager: Daniela Di Maio
Account Director: Filippo D’Andrea
Account Executive: Mirko De Martini
Senior Strategic Planner: Monica Radulescu
Head Of Digital: Pierluigi Roselli
Social Media Manager: Doina Tatu
Head Of Production: Francesca Zazzera
Producer: Tania Dal Pra
Art Buyer: Marcella Garutti
Director & Photographer: Lou Escobar
Executive Producers: Nicolas Tiry
Producer: Amine Ketem
Dop: Hunter Daly
Music Production: Sizzer
Media Agency: Simple