Diesel: Go With The Fake

Diesel, the Italian fashion company, re-established itself as a brand that dares through a campaign that targeted millennials and turned the threat of counterfeit goods into the key element of its campaign.

The story behind the campaign

Challenge

The annual traffic of counterfeit goods in the fashion industry is worth $461 billion. So, we decided to come up with an idea that would help Diesel turn this business threat into a business opportunity. The objective would be to create a response-driven direct idea that would target a savvy millennial audience, but also something that would give fresh energy to the Diesel brand and re-establish it as the icon of brave and subversive fashion.

Creative concept and strategy

As a response to counterfeit culture in the fashion industry, we created Diesel's own knock-off...

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