China is one of the most beauty-obsessed countries, suggests research from HSBC, with the amount spent on cosmetic surgery likely to reach a jaw-dropping 122 billion dollars by 2019. Thanks in part to pressure from social media influencers, there’s a thriving market in eye-widening, nose-reducing and chin-shaping.
To challenge this tyranny of beauty, fashion brand Diesel and the agency Amber launched the Anti-Perfect Collection. First they persuaded an influencer to remove all her cosmetic implants and learn to love her imperfections. Then the implants themselves were turned into jewels and sold online. It was all part of Diesel’s “Go with the flaw” message, which celebrates characters rather than clones. The stunt won the Grand Prix Promo at the recent Ad Stars, proving that the idea was naturally beautiful.

 

TitleThe Anti-Perfect Collection
Agency
Campaign Go with the Flaw
Advertiser Diesel
Brand Diesel

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