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Diesel pop-up sells limited edition “fakes” as part of SS18 campaign

Deisel pop up from Diesel
The “Deisel” pop-up from Diesel

Diesel is looking to reinforce its authentic roots with a “fake” pop-up store during New York Fashion Week. As part of its latest campaign celebrating imperfection, the brand opened “Deisel” in NYC’s Chinatown – a neighbourhood known for touting knockoffs – selling seemingly fake goods.

The stunt was eventually revealed on social media, as Diesel shared a video depicting footage of the store. Inside, the pop-up space was set up to look improvised and blend in with its Canal Street neighbors, while shop assistants tried to convince confused passersby that the goods were real.

Once the secret was out, Diesel fans began to form long queues outside the store, trying to get their hands on the limited edition goods, which were also available for purchase in Europe online.

Speaking to reporters, Renzo Rosso, founder of Diesel and president of its parent company OTB Group, said the aim of the campaign is to play on the irony and sense of humor he believes the brand has always relied on, which has been lost over the past few years.

“Diesel is back,” he said. ”Diesel is modern. Diesel is a unique brand. Diesel is still alive with the real irony and with the real DNA that it used to have before.”

Andy Bird, chief creative officer at Diesel’s recently appointed agency Publicis, told Adweek: “I think a brand like Diesel has the balls and the right to talk like this. There aren’t many brands that would take a calculated risk like this, but because they kind of know that they already have the cachet with the past history of advertising, they’ve always been a bit more adventurous and it fits perfectly with their outlook.”

Moving forward, the brand believes social media and campaign stunts are becoming a major focus for engagement. According to Rosso, the next soon-to-be-released stunt will see an individual jump from atop St Marcus tower in Venice, Italy.

In our recent episode of TheCurrent Innovators podcast, Stefano Rosso, Diesel’s CEO of North America, talked in-depth about the brand’s approach to challenging conformity.

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social media

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

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.