Sophie Cannings, 21, was recently announced the winner of the prestigious International Apparel Federation (IAF) International Student Award, within the category of fashion branding, for her marketing campaign concept Pure Unproductive Pleasure.
The open brief asked students to produce the most creative and powerful fashion branding concept or marketing campaign. Currently studying in her third year Sophie created a concept that was interactive and had an infinity to Diesel’s branding and marketing strategy.
Sophie said: "Diesel campaigns are very lively and vibrant and sometimes quite controversial. They fit the Diesel adventurous lifestyle and their Guides to Successful Living. After researching the brand’s marketing I wanted to produce a campaign that was suited to these qualities.
"In its essence Pure Unproductive Pleasure is about travel, freedom, adventure and culture; having fun for the sake of fun. The campaign aims to immerse the customer in the Diesel way of life both online and at real life events. For one year a group of Diesel models, The Hedonists, will be travelling to the biggest parties in the world as decided by the Diesel customers. The audience will vote for the location they want the models to appear at and will be able to track them online. During this time they will be modelling Diesel clothes and living the brand’s values."
Following the completion of her degree in June 2013 Sophie will begin her six month paid internship with the Diesel marketing team in Germany. As part of her prize she was also awarded 600 Euros to spend on Diesel clothing and will have her work published in an international trade magazine.
Matthijs Crietee, IAF deputy secretary general, commented: "In total 84 students applied from 22 different countries and competed in the categories Fashion Design, Fashion Branding and Product Development by handing in an extensive assignment including work from their portfolio and an interpretation of the brand in text and visuals.
"Within the framework of the IAF International Student Awards, IAF attracts top talent from esteemed universities such as Nottingham Trent University, and connects them to top global apparel companies. As IAF aims to further fashion education worldwide, knowledge exchange between international fashion companies, national associations and fashion universities is crucial. We are proud to be working with the very best within the industry."
Nottingham Trent University
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