Diesel celebrates followers, and not influencers, with latest campaign?

Diesel is spotlighting the many followers of online influencers for its spring 2019 ad campaign, urging people to #BeAFollower.

Diesel is spotlighting the many followers of online influencers for its spring 2019 ad campaign, urging people to #BeAFollower. The campaign has enlisted a cast of Instagram influencers who are shown in situations where their lifestyle is to their detriment, while people leading ordinary lives have it much easier.

For example in one short film Tokyo-based twin models Amixxa and Ayaxxa Miaya, whose joint profile has almost 175.000 followers, begin a meal by taking endless photos of their meals. Meanwhile the followers are busy enjoying the food and each other’s company. The end of the spot reads “Influencers have a hard time eating.”

In another spot, featuring @thenativefox (962.000 followers) pushes an overloaded luggage trolley through an airport, while a couple breezes through. Other featured influencers include founder of KNC beauty brand Kristen Noel Crawley, men’s style Instagrammer and YouTube host Elias Riadi, and Harlem-based style influencer Bloody Osiris.

The campaign was created alongside Diesel’s agency of choice, Publicis Italy, and also features imagery by Italian duo Pierpaolo Ferrari and Maurizio Cattelan of Toiletpaper.

The Italian brand has revived the irreverent nature of its communications over the past few years, launching advertising campaigns and marketing stunts that overarchingly speak to a sense of irony it has become known for. This includes an exclusive clothing line with a cult Berlin kebab shop; a campaign encouraging people to wear the hate they receive; creating the world’s most uncomfortable meeting room in order to keep meetings short and productive; and even launching its own Chinatown store celebrating fakes

Are you thinking innovatively enough in your brand messaging? We’re all about finding you the perfect partners to do so. The Current Global is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

By Bia Bezamat

Bia Bezamat is a fashion journalist by trade and innovation expert with experience spanning fashion, retail, grocery and hospitality. Originally from Brazil, she is interested in how cultural, behavioral and technological shifts influence how consumers and brands interact with each other. As Senior Innovation Editor and Strategist at Current Global, she helps brands understand changing consumer behaviors and the evolving technology landscape.