Diesel: Erotica
Marie-Julie Lorenzo
Campaign details
Lead agency: Fred & Farid ShanghaiContributing agency: DIESEL S.P.A.Brand: Diesel LuxeCountry: ChinaIndustry Clothing, apparel, Personal accessoriesChannels used: Online video , Social mediaMedia budget: Up to 500k
Executive summary
This case study describes how marketing for Diesel's Erotica collection in China was disguised as pornography.
China has always been very strict about pornography: it is banned everywhere, even in the cyber world. However, there are still ways for users to find pornography, especially Japanese porn movies, online, eg bit-torrent file-sharing websites or...