Diesel’s campaign video for the spring/summer 2018 season, titled Keep the World Flawed, features hidden clues that engage viewers across multiple digital platforms.
Encouraging a life lived in a less than perfectionist manner, the satirical video tells the story of a boy and a girl who met after they both chose to get rid of physical flaws. It was directed by François Rousselet and developed by Publicis Italy.
Throughout the creative work, various digital “easter eggs” can be found hidden. On pausing certain frames, viewers can find web addresses and social media handles, such as @wantedsocks, which leads to an Instagram page selling mismatched Diesel socks, for instance.
Meanwhile, the spot’s fictitious restaurant, called Bluffet, is backed by a real website at Bluffet.com, where in collaboration with Buzzfeed’s Tasty, three video recipes aim to fuel flawed behaviour. The final clue, Layover.it, sends users to a flight engine platform that suggests booking real flights with as many layovers as possible.
The spot, which is accompanied by a print ad photographed by Florence & Nicholas, continues the brand’s “Go with the Flaw” campaign strategy, which aims to celebrate imperfections.
To hear about Diesel’s approach to challenging conformity, listen to The Current Innovators’ podcast episode with Diesel’s CEO of North America, Stefano Rosso.