Diesel is playing on the fact it’s looking for a new CEO by inviting fans to apply to sit in the coveted position, quite literally.
Created with Publicis Italy, the campaign asks consumers to apply for the position of “Chair Executive Officer”, by uploading GIFs or videos to the brand’s Facebook page demonstrating how well they do indeed sit in a chair.
“Our CEO has left, leaving an empty space in our hearts, but most importantly an empty chair,” says founder Renzo Rosso. He notes an MBA might be a necessary qualification, but being able to sit well is all the more so.
The initiative is another example of Diesel attempting to challenge the ordinary and the conformity that floods social networks, the brand explains.
The best “chair sitter” will be crowned as the first ever Chair Executive Officer of Diesel – they will then be flown out to Italy to spend a week at the brand’s headquarters where they will shoot some fun content and be wined and dined by the team.