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A campaign made for the love of Wispa. All paid for with the Wispa chocolate.

Global fashion campaign for 55DSL that focused on a catalogue designed as a book of dark tales from somewhere north of the Arctic Circle. Media: Catalogue, print ads

The Diesel fashion brand creates two collections every year. Along with each collection, a global advertising campaign is also produced in order to create a buzz and further build the brand’s image. The 2005 spring and summer collection found inspiration from a blend of the ‘50s vision of the future and the ‘70s hippie movement.

The campaign revolved around a musical theme that was aimed at creating an utopist and warm feeling of hope and faith in our future.

Media: Print ads, billboards, specially written music, in-store “making of” film, events with dance battles in front of stores and an accompanying web campaign.

MTV Japan is Japan’s smallest music channel and therefore has a low budget and few possibilities of reaching their potential viewers. Nevertheless, MTV arranges the MTV Video Music Awards Japan (VMAJ) every year and draws popular artists such as Beyonce, P. Diddy, Pink and others in order to exercise MTVs international muscle. MTV Japan asked KesselsKramer to draw some attention to the music channel and strengthen the brand via the
VMAJ –theme “Discover music”.

A treasure hunt became the solution that would create an interaction with the target group. The treasure consisted of 200 dolls that were placed in various different locations around Tokyo. All of the dolls functioned as an entry ticket to the VMAJ and different colored dolls meant a possibility to win various prizes such as headphones or backstage passes.

The campaign was launched with a 30 second animated film that claimed that the dolls had escaped from the MTV Japan studios. A few additional shorter films supported the announcement by explaining which color dolls were to receive which prizes. In addition to this MTV broadcasted clue films that showed where some dolls were hidden. Viewers were able to follow the action via the MTV Japan website and mobile telephones.

Thanks to the Eye Dolls the campaign received a great deal of attention in the press and on Japanese Internet auction sites where the dolls were up for sale soon after the four-week long campaign’s launching.