Diesel: Diesel

Credits & Description:

Brand DIESEL
Entrant DIESEL BREGANZE
Entrant Company: DIESEL Breganze, Italy
Idea Creation: PUBLICIS ITALY Milan, Italy
Idea Creation: PUBLICIS New York, USA
Production: RIVAL SCHOOL PICTURES New York, USA
Production: COSMO STREET New York, USA
Creative Director: Bruno Bertelli Publicis Italy
Creative Director: Cristiana Boccassini Publicis Italy
CCO: Andy Bird Publicis NY
Publicis NY ECD's: Luca Pannese, Luca Lorenzini
Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu Publicis Italy
Associate Creative Director's: Bryce Hooton, Kristen Koop Publicis NY
EVP, CPO: Lisa Bifulco Publicis NY
VP, Executive Producer: Tim Legallo Publicis NY
Business Manager: Adrienne Ludvigsen Publicis NY
Account Directors: Melanie Lyon, James Bundy Publicis NY
Head Of Social: Stefano Perazzo Publicis Italy
Social Media Manager: Doina Tatu Publicis Italy
Account Team: Barbara Pusca, Camilla Poli Publicis Italy
Director: Andrew Lane Rival School Pictures
Strategic Planner: Noa Dekel Publicis Italy
Executive Producer: James Blom Rival School Pictures
Production Supervisor: Doug Smith Rival School Pictures
Ass. Production Supervisor: Connor Vassar Rival School Pictures
Editor: Aaron Langley Cosmo Street
Producer: Paolo Solarte Cosmo Street
Stabbiolo Music Music: Alessandro Cristoferi, Diego Perugini
Entry Summary
In the USA, the term “knock-off” refers to a counterfeit product, made to look like the original, but designed with cheap material and usually has subtle design or spelling changes. New York’s counterfeit district, located primarily on Canal Street, is world famous for being a prime destination for counterfeit goods. The very heart of this district is located on the intersection of Canal St. and Broadway, which is exactly where we set up the DEISEL knock-off store.
Brief Explanation
Staying true to Diesel’s disruptive nature, our design team subverted Diesel’s classic logo with subtle misspellings to look like a real knock-off. We then rented a store in the heart of NYC’s counterfeit district for two weeks. For authenticity, we designed it to look cluttered and hired two actors to perform as suspicious shopkeepers. The store opened secretly for the first week. Those brave enough to shop there during this time bought real Diesel pieces, disguised as DEISEL, for knock-off prices. The second week was the big reveal during New York Fashion Week. Full price this time. First, we teased the idea through Instagram Stories, then we let the secret out through social media, attracting thousands of fans and fashionistas. The store was supposed to be open for several days, but it sold out in one. Then we launched the brand globally on Diesel.com, selling out in several hours.