Client: DIESEL
Geo: United States
Agency: PUBLICIS NEW YORK
Chief Creative Officer: ANDY BIRD
Executive Creative Directors: LUCA PANNESE, LUCA LORENZINI
Associate Creative Director/Copywriter: BRYCE HOOTON
Associate Creative Director/Art Director: KRISTEN KOOP
EVP, Chief Production Officer: LISA BIFULCO
VP, Executive Producer: TIM LEGALLO
Business Manager: ADRIENNE LUDVIGSEN
Account Directors: MELANIE LYON, JAMES BUNDY
Global Team:
Global Chief Creative Director Publicis WW and CEO Publicis Italia: Bruno Bertelli
Executive Creative Director Publicis Italia: Cristiana Boccassini
Digital Creative Directors Publicis Italia: Milos Obradovic, Mihnea Gheorghiu
Head of Social: Stefano Perazzo
Social Media Manager: Doina Tatu
Strategic Planner: Noa Dekel
Account team Publicis Italia: Barbara Pusca, Camilla Poli
Production Company: Rival School Pictures
Director: Andrew Lane
Executive Producer: James Blom
Production Supervisor: Doug Smith
Asst. Production Supervisor: Connor Vassar
Editorial Company: Cosmo Street
Editor: Aaron Langley
Producer: Paolo Solarte
Audio Record & Mix: Duotone
Music: Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
Published: February 2018
Synopsis:
A few days ago, DIESEL secretly opened an authentic knock-off store called DEISEL on NYC’s Canal Street, very far from Fifth Avenue or the other fashion landmarks, and right in the heart of New York City’s most famed fake-fashion destination.
The unsuspecting shoppers probably did not realize then, but the items they bought at the DEISEL store were actually one-of-a kind pieces specially crafted by Diesel design team disguised with fake DEISEL branding. Those lucky shoppers took home some rare pieces, very likely to become collector’s items. Operating in the original style of its Canal Street neighbours, the store’s interiors and selling experience played out authentically, and the whole experiment was caught in a video that celebrates those who are brave enough to venture off the beaten path to find their own unique style.
Riding on the current logomania trend, and right when consumers are seeming to turn away from heavily branded items, Diesel plays with its fans and encourages them to feel free to wear whatever they want. Why? Because this is the moment to celebrate those who are “gonna pop some tags, with only twenty dollars in their pocket, looking for a come-up that is fu****g awesome”.