MADE pushes Stefanel now

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[london] Joakim Jonason, the high-profile creative behind Diesel jeans' two Grand Prix prizes at the Cannes International Advertising Festival, is trying to work the same image-making magic on Italian fashion retailer Stefanel at his new agency MADE, a four-month-old London startup owned 50% by Bcom3 Group's Leo Burnett Worldwide. A Stefanel cinema ad breaking this month in continental Europe opens at dawn at the Boom Boom Circus, where the dwarf ringmaster's lovely daughter has spent the night with the Bearded Lady's handsome husband. Chaos ensues, until the husband wakes from his dream. The tagline is "Stefanel. Now you wake up." Stefanel is using the word "Now" in ads, in-store material, online and on shopping bags.

Mr. Jonason and Diesel both left Paradiset DDB, Stockholm, two years ago. Mr. Jonason opened a short-lived startup agency in London, then was briefly a creative director at Havas' Euro RSCG Wnek Gosper before starting MADE in May 2002 with Leo Burnett. There are plans to open MADE in other cities.

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