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Diesel

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This Multi-channel campaign for Diesel Italy and zooppa.com is the next evolution of Be Stupid. It establishes Diesel as a holier than thou authority of fashion that cannot be judged. With irreverent tongue in cheek humor, playful imagery, and smart tactics the work will further ingrain Diesel into the social conversation. It connects Diesel with those that follow their own moral compass confidently because if they’re ever in doubt they’ll just ask: What would Diesel do? Credits: Creative Director/ Art - Adam Mathew Lipton Creative Director Copy - Tony DiPietro
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  • Diesel Italy
  • This Multi-channel campaign for Diesel Italy and zooppa.com is the next evolution of Be Stupid. It establishes Diesel as a holier than thou authority of fashion that cannot be judged. With irreverent tongue in cheek humor, playful imagery, and smart tactics the work will further ingrain Diesel into the social conversation. It connects Diesel with those that follow their own moral compass confidently because if they’re ever in doubt they’ll just ask:integrated campaign pitch for zooppa.com and Diesel is the next evolution of Be Stupid. 
    It establishes Diesel as a holier than thou authority of fashion that cannot be judged. With irreverent tongue in cheek humor, playful imagery, and smart tactics the work will further ingrain Diesel into the social conversation. It connects Diesel with those that follow their own moral compass confidently 
    because if they're ever in doubt they'll just ask: 
  • Diesel Diamond Studded Confessional: To truly make our Twitter page interactive we would create 
    a fabulous and flashy diamond studded confessional to be use at parties and events. A Diesel representative decked out in all white would be on one side of the curtain with a computer and tweet peoples confessions as they own up to them. These righteous souls would be absolved with a small token give away.
  • Twitter Confessional: To bring our concept to life through social media we would create a Diesel Confessional page on Twitter. People would be asked to air their dirty laundry and fess up about things they werent too proud of.
  • Viral Video / Experiential: For an experiential event that could generate free press coverage, a flash mob would conduct a Resurrection of Style. Imagine a large group of up to 50 models dressed in black trench coats in a somber procession along a pedestrian friendly area such as Times Square. A few of the models are pallbearers carrying a distinctive gold and diamond encrusted casket. As the procession arrives at a predetermined location the casket is set down. The cover opens and out comes a stunning model decked out in Diesel threads. The rest of the models take off their trench coats revealing to-die-for Diesel clothes and accessories. The event concludes with a choreographed fashion show and the whole thing is recorded for content on YouTube.

    A second event would feature an illusionist like Criss Angel and 100 poorly dressed people. After some theatrics and comedic interludes he performs a "miracle" and turns all 100 Diesel people into uber fashionable Diesel dressed models. The event concludes with a choreographed fashion show and it is also recorded as content for YouTube.

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