The Anti-Perfect Collection – a jewellery collection made using a woman’s removed cosmetic implants, made to remind everyone to keep fake parts out and embrace who we really were. In this stunt perfectly planned by Diesel, we created the bizarre story of a woman that compelled people to buy her unique jewellery collection.

The stunt began with a story of Xiao Xiao removing her implants to make jewellery through an unbranded online video (BTW her story wasn’t real, but the jewellery was). Then, the online video led people to an online bazaar where they could buy pieces from the Anti-Perfect Collection. Each unique piece was a provocative reminder to keep fake parts out and embrace yourself. Word and intrigue spread, sparking debate and conversation online about the world’s tainted perception of beauty. People only realised it was a Diesel stunt upon delivery of their purchase, bearing ‘Go with the flaw’ as our message.

15.2 million people watched Xiao Xiao’s video and The Anti-Perfect Collection sold out within a week, provoking heated debate about beauty and endless conversation (7 million in social engagement). But as the campaign progressed, people started accepting individual uniqueness as their self-esteem raised. They realised their natural beauty didn’t need fixing. Only their perceptions did. The campaign managed to accumulate a total of 274 million impressions, making it one of the most controversial campaigns in China that effectively raised a voice against artificial beauty.