Maxwell Sackheim Award - Best in Show - Shackleton Madrid & Diesel

Share this content:

Quique the Head 

Agency: Shackleton Madrid
Client: Diesel

Jeans brand Diesel, in keeping with its idiosyncratic branding work, took a quirky approach to its campaign supporting its Mowie motorcycle helmet launch. The marketer and agency Shackleton crafted a strategy with social elements and viral potential to maximize audience reach and engage customers.

The interactive campaign centered around the fictional Enrique Carboni Jr., a.k.a Quique the Head. Quique is a man with a head but no body, who necessarily wears a Diesel helmet at all times. Campaign elements include a “mockumentary,” chronicling Quique's life, such as his relationship with his girlfriend; a website; a Facebook page; and an iPhone app. Visitors to the website are able to upload a photo of their bodies to be considered for “donation.” More than one thousand body transplant donations were tallied, according to the agency.

One Caples judge commented that the campaign was “very entertaining and well-executed” and noted the work “sticks to the brand's essence.” Another judge called the work “fresh and interesting.” The campaign proved an effective vehicle to convey the product's core attributes in a way that generated curiosity and engagement.

Executive Creative Director
Enric Nel-lo

Creative Director/Copywriter
Pipo Virgos

Creative Director/Art Director
Francesc Badia

Art Director
Jaume Leis

Interactive Director
Marc Sallent

Digital Production Manager
Joaquin Garcia Morato

Audiovisual Production Manager
Manuela Zamora

Producer
Cristina Cortizas

Finalists

Tim Burton: The Exhibition ‘Pie Bag'
Agency
DDB Group Melbourne

Client
Australian Centre for the Moving Image

Executive MD: Grant Rutherford

Operational Effectiveness

Agency
Archibald Ingall Stretton

Client
O2

CD: Matt Morley-Brown

Support Scent
Agency
Clemenger BBDO Proximity Melbourne

Client
Guide Dogs Australia

ECD: Ant Keogh

Composing your Life
Agency
CP Proximity Barcelona

Client
Audi

ECD: Eva Santos

Make a Move
Agency
Leo Burnett Beirut

Client
Exotica

ECD: Bechara Mouzannar

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here