Diesel x Coca-Cola - Recycled Fashion & Drinks | Clapboard

Diesel x Coca-Cola - THE (RE)COLLECTION

Description

Diesel x Coca-Cola - THE (RE)COLLECTION is an innovative collaboration launched in Italy in October 2019 that merges sustainable fashion with iconic beverage branding. Developed by Publicis, this campaign showcases a unique product line of Diesel apparel crafted entirely from recycled plastic bottles, underscoring a strong commitment to environmental responsibility while reinforcing brand synergy between Diesel and Coca-Cola. Leveraging a film medium, the campaign creatively encourages consumers to engage with recycling in an unexpected way—by making the exclusive Diesel gear accessible directly from recycling bins globally. This clever activation not only highlights the circular economy by giving waste a second life but also sparks curiosity and excitement through an interactive, real-world touchpoint. The campaign’s messaging, conveyed in English, emphasizes the concept of origin and sustainability through the tagline "Just get it where it came from," fostering a direct connection between the product’s raw materials and its final form. Positioned at the intersection of the Drinks (Non Alcoholic) and Fashion industries, the collaboration breaks traditional advertising molds by integrating environmental advocacy, innovative product design, and a bold call to action that turns recycling into a rewarding experience. The #DieselxCocaCola hashtag amplifies the campaign’s digital footprint, encouraging social sharing and conversation around sustainability and brand partnership. Overall, THE (RE)COLLECTION demonstrates how purposeful collaboration can create meaningful consumer engagement, promote eco-conscious behavior, and elevate brand storytelling within the competitive landscapes of fashion and non-alcoholic beverages.

Credits

Client

Diesel, Coca-Cola

Agency

Publicis

Executive Creative Director

Bruno Bertelli

Creative Director

Cristiana Boccassini, Thiago Cruz, Mihnea Gheorghiu

General Manager

Daniela Di Maio

Creative Supervisor

Costanza Rossi

Creative Director Copy

Dan Arango

Creative Director Art

Arthur Amorim

Art Director

Luca Villa

Account Management

Filippo D’Andrea, Mirko De Martini

Strategic Planner

Monica Radulescu

Head Of Digital

Pierluigi Roselli

Social Media Manager

Doina Tatu

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