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On trend: Fashion's big winners in 2017

From Diesel's responsive look book to Ikea's cheeky response to the catwalk, Cannes Lions 2017 was packed with fashion-forwards ideas. To celebrate fashion weeks around the world, we picked out five campaigns that won big at the Festival...

created on Thursday 14 Sep 2017

'The Responsive Lookbook' for Diesel by Fred & Farid Shanghai

How do you highlight the unique selling point of Diesel’s new Jogg Jeans in a fun and playful way that stays true to the brand’s ethos? Fred & Farid Shanghai answered this brief by building a responsive website where users could contort the model as they changed the size of their browser. It resulted in 93,000 social shares, an online readership of 12.9 million and spots on both the Design and Cyber Lions shortlists.

'Ikea Responds To Balenciaga' for Ikea by Ikea/Acne

Balenciaga’s Spring Summer 2017 collection features a series of handbags inspired by popular culture. One of them, the now famous “Carry Shopper”, was remarkably similar to Ikea’s blue plastic bag, the FRAKTA. Twitter noticed and picked up on the story – giving Ikea a fantastic chance to join the conversation. In just a single day, they produced a campaign that responded to the situation in a light-hearted manner – giving people the tools they needed to identify an original FRAKTA bag over the “fake” Balenciaga version. The simple idea generated 165,055,907 unique media impressions and was reported everywhere from Vogue to Mashable. 

'Original Is Never Finished' for Adidas Originals by Johannes Leonardo

The Grand Prix in the Entertainment Lions for Music went to a bold but simple Adidas campaign. To reinforce the idea that “Original Is Never Finished” Johannes Leonardo a campaign around the world’s most overdone track, Frank Sinatra’s “My Way”. Instead of being satisfied with the original, they pushed the instantly recognisable song so far it became something new. By teaming up with a new generation of musicians and influencers the video reached 149 countries across the globe and resulted in +45% global sales growth for the adidas lifestyle.

'My Mutant Brain' for Kenzo by Black Frame

Kenzo picked up a Gold Lion in Film Craft with a film that was as breathtakingly simple in its concept as it was amazing in production. A woman sits at a well decorated dining table, listening to a man give a speech. The camera zooms in on her forced smile as her discomfort becomes more and more apparent. She excuses herself and somberly saunters around the empty hallway before breaking into a manic dance that takes her around the classy conservative establishment.

‘Amazon Fashion Week Tokyo 2017 S/S Opening Act’ for Amazon Japan G.K. by McCann Tokyo

In Japan, Amazon is not often associated with fashion, and there is not much brand awareness for Amazon Fashion. But by becoming the main sponsor of Tokyo Fashion Week, Amazon began a full-fledged effort to enter the fashion market. It aimed for a grand unveiling of the brand to the fashion industry by hosting an opening ceremony on the first day of Fashion Week.