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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. 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.

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Diesel teams up with cult Berlin kebab shop for latest collab

Diesel x Mustafa
Diesel x Mustafa

Diesel has teamed up with cult Berlin-based kebab kiosk, Mustafa’s Gemüse Kebap, for a limited edition collection drop.

The line launched last weekend at Zalando’s customer-facing trade show, Bread & Butter, a model aiming to emulate the success of ComplexCon in the US by hosting immersive customer experiences, exclusive drops and live music. At the event, Mustafa himself was also serving his popular kebab creations.

In line with the Italian brand’s satirical approach to fashion, Diesel is hoping to challenge what is expected of typical collaborations with this launch – where one brand piggybacks on another’s ‘cool’ factor through limited edition clothing that targets the trend-driven demographic. It also serves as commentary on how collab-obsessed the younger generation (and subsequently, brands who wish to target such customer) have become.

The Diesel x Mustafa collaboration includes jumpers, t-shirts and hats, and will also be available for sale on diesel.com and at selected Diesel stores worldwide.

Diesel’s latest initiative follows on from previous marketing activity that serves to reinforce the brand’s commitment to celebrating the unusual, and doing so with a sense of humor.

In January this year, it launched its “Keep the World Flawed” campaign, which included a video with digital Easter eggs in which everything was just slightly off; in February, it launched a “Deisel” pop-up store at NYC’s Chinatown neighborhood, selling ‘fake’ versions of its designs; and most recently in May, it launched the prototype for the world’s most uncomfortable meeting room, aiming to keep meetings as short and efficient as possible, while making fun of the fact they are often unnecessary.

Earlier this year, TheCurrent also featured Stefano Rosso, Diesel’s CEO of North America, on TheCurrent Innovators podcast, where he talked about the idea of challenging conformity.

Diesel x Mustafa
Diesel x Mustafa

Are you thinking innovatively enough about your brand messaging and collaborations? We’re all about finding you the perfect partners to do so. TheCurrent 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.