Diesel: Cancelled Plans

Diesel, a clothing and lifestyle brand, launched a global campaign to inject itself back into culture and drive sales.

Campaign details

Brand: DieselAgency: Publicis Italy

Summary

Diesel is the very definition of a culture brand. Its default modus operandi is to plant itself on everyone's cultural agenda, tapping into current conversations and putting its own Diesel spin on it.

But what do you do when the whole world takes a break? Just like that, an entire year gets cancelled and buying premium denim is no longer a priority on anyone's agenda. We asked ourselves: was culture completely gone?

This is a paper about how challenging times call for new ways of thinking. Are Internet memes only...

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