La location scelta è quella di Chinatown. Obiettivo, suscitare stupore e clamore, ma usando autoironia. E dunque ecco il negozio a insegna Deisel, logo molto simile all’originale ma capi esposti in modo scomposto e palesemente taroccati. Il prezzo in linea con quelli degli altri negozi lì vicino.
Il tutto ripreso e postato in un video. C’è chi si è accorto della somiglianza con i capi originali e ha acquistato lo stesso. Una limited edition che molto probabilmente vedrà i capi messi in vendita online a prezzi lievitati.
Da un’idea Publicis New York in collaborazione con Publicis Italy (Publicis è il partner mondiale della comunicazione Diesel).
Nel comunicato stampa in lingua inglese, i commenti di Bruno Bertelli, Andy Bird, Luca Lorenzini e Luca Pannesse
Bruno Bertelli, Global Chief Creative Officer Publicis WW: “This time it’s not Diesel challenging conformity. This time it’s Diesel rewarding those who do. A brave shift from brand idea to consumer attitude”.
Andy Bird, Chief Creative Officer, Publicis New York: “Only a brand with a fierce legacy of innovation has the courage to storm Fashion Week conventions with a knock-off brand, sold street-wear style, on Canal Street. Diesel has been breaking conventions in the fashion world for 40 years. Here they are again, taking a direct to consumer twist on fashion marketing, smack in the center of one of the largest fashion-centric events in the world. Now that’s a real fashion statement.”
Luca Lorenzini and Luca Pannesse, Executive Creative Directors, Publicis New York: “When we were young creatives we only had one dream: working with Diesel. We were literally in love with anything that was coming from them; both in fashion and advertising. And now we’ve been lucky enough to finally work with them. Pushing the boundaries of creativity is easier when you work with someone who has being doing it for years.”
Credit
Client: Diesel
Campaign Title: Deisel
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
