March 24, 2011

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

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