Categories
social media

Diesel’s latest social media campaign crowdsources new “CEO”

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.

Diesel founder Renzo Rosso is looking for a new CEO
Diesel founder Renzo Rosso is looking for a new CEO

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.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.