This is part of our coverage on GOLD winners from the Event Marketing Awards 2018. See the full list of winners here.
GOLD winner: Auditoire China
Event: “Go with the flaw” World Premiere & DIESEL x Chris Lee Capsule Collection presentation
DIESEL’s Fall/Winter 2017 launch included its rock 'n' roll-inspired collection as well as the Diesel X Capsule Collection presented by Nicola Formichetti, Diesel Fashion artistic director, and Chinese singer and fashion icon Chris Lee, Diesel’s new global brand ambassador.
At the time of briefing, Auditoire had just a slogan for direction: “Go With the Flaw”. Then came imagery inspiring people to not be perfect, rather to follow their “flaw” – that which makes them unique. This evolved into a TVC campaign that told the story of a man who made a movie by mixing and matching different contexts and different "freak" characters.
Auditoire chose to play on this movie thread by recreating an abandoned movie theatre scene. 751D.PARK Gasometer was chosen as the venue for its industrial, decayed look and 3,500 sqm of open space. Due to limited budget, the different areas were defined using sensorial indicators instead of walls whether fragrance, lighting, sound, or vision.
On arrival, guests were immersed in the theme with a movie archive tunnel, retro props and interactions before posing on the black carpet and moving to the main theatre where models invaded the audience space, and Hong Kong dancer led a group wearing the Diesel X Chris Lee collection. The event closed with the presentation of the Fall/Winter 2017 collection.
More than 1,700+ guests attended including VIPs, 250 international and local media, celebrities and KOLs, and consumers.
*Interplan International Corp. Taiwan also picked up a GOLD award in this category for the Taipei 2017 Summer Universiade Opening Ceremony.