Diesel, known for provoking its audience with irony, and Coca-Cola, known for celebrating inclusivity, teamed up to create The (Re)Collection. A unique crafted capsule collection, made out of recycled PET from plastic bottles. We needed to launch the collection during Paris fashion week, where most fashion brands tend to present their collections in the most-exclusive Pop-Up stores. The aim was to create a global launch buzzworthy idea to highlight the collaboration between two iconic brands and the fact that the collection was made from recycled material.

While most fashion brands tend to present their collections in the fanciest most exclusive Pop-Up stores, Diesel did the opposite and invited people to get it from where it came from; the trash bins. We turned recycling bins in the street into exclusive Pop-Up shops. The only way to get access to a limited pre-sale was to access the Diesel e-commerce from a mobile phone, activate the device’s camera, and scan the bin’s recycling logo, which immediately gave access to a hidden site on DIESEL.com where the collection could be purchased.

Diesel needed to become relevant to younger audiences like Gen Z-ers. With over 62% of Gen Zers being willing to pay more for sustainable products, the new must-have criteria for brands were sustainability, purpose, and most importantly, how much their public discourse would be matched by actions.

We chose to team up with the larger than life Coca Cola for their brand power, but as Diesel, we needed to enter the sustainability conversation in an unexpected way. The partnership resulted in a Diesel & Coca Cola capsule collection made of recycled PET from plastic bottles, aptly named the (Re)collection.

We maximized a popular eco-trend – that of upcycling – but we approached it in the least consumeristic way possible. Instead of launching the collection in a trendy fashion store, the (Re)collection was showcased in recycling bins worldwide.

We developed a web app within Diesel's e-commerce that, connected to the camera of a mobile device, could read a wide range of recycling logos. To launch it we needed an event that could attract media attention by highlighting the use of the web platform. So, while most brands tend to launch their collections in the most exclusive Pop-up stores, Diesel did the opposite and transformed an exclusive experience into the most inclusive of all. That's why we decided to open the first "Bin store" in the world. A regular recycling bin that, when scanned through Diesel's e-commerce, redirected people to the exclusive site where they could buy the collection. We first launched it during Paris Fashion Week, then at the most important fashion events in Milan, New York, Tokyo, Berlin, and London. After this, people anywhere in the world could buy it just by scanning the nearest recycling bin.

The campaign had an excellent performance highlighting:

Reach: 25M

IMPS: 110M

Clicks: 600K

SOV: 35,4 %

Press Coverage: 175 EDITORIALS - 17 PRINT / 158 ONLINE

Earned Media: € 2.710.263

Total social interactions: 3,7M

ecommerce visits: 539K in the first month.

ecommerce traffic: 48% increase.

Mobile sales: 35% increase.

Pre-Sale drop: SOLD OUT in the first week.