DIESEL For successful living
BACKGROUND
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Diesel is an italian retail clothing company, located in Breganze, Italy. Founded in 1978 by Renzo rosso Renzo rosso began his jeans journey stitching old jeans on his mother's sewing machine at age 15 Attended a textile manufacturing college in Padua Started working at MOLTEX Later purchased part of that business and changed the nameto Diesel Renzo Rosso had envisaged a brand that would stand for passion, individuality and self-expression. Since its creation in 1978, Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim Thriving on change it produces no less than 3,000 new products every season In 1995, Diesel launched one of the first significant fashion retail websites The clothing line has two different brands: Diesel and Diesel Black Gold. There is also a line for children, called Diesel Kid. The company is known for its surreal advertising campaigns. Since 2013 the creative director has been Nicola Formichetti.
Target market ❏ Young, free spirited, independent, fashionable ❏ Inclusive ❏ Extra income ❏ Non-conforming/against the social norm. ❏ 20-30 in age ❏ However, the children's line broadens the age.
The Campaign:
❏ First instalment “Go With the Flaw”
-celebration of ugliness ❏ Second instalment lean’s harder into the subject, and how hopeless it is to hide your flaws
❏ Both directed by Rousselet ❏ “Go with the Flaw” shows scenes from peoples lifes who all have some societal flaw to them ❏ “Keep the world flawed” shows surgeries that one would take to fix that, that can’t truly be
changed.
Campaign: FLAWS ALWAYS WIN
https://www.youtube.com/watch?v=aYxG1ASrYKo https://www.youtube.com/watch?v=GMsA2dyF46I
Analysis The newest
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Keep the world flawed Love story Cosmetic surgery You can never rid your flaws they always come back ❏ Accept you uniqueness and beauty
Changes The second installment ❏ Change the song ? ❏ Remove some scenes ❏ Replace with more shots of the clothing
Questions
What emotions did the ads make you feel?
Was the motive/ theme clearly depicted in the ad?
Do you feel the message was meaningful and current to todays social climate? Why? How?
Did the ad acurately depict Diesels company ideals? Target market?
References ❏ http://www.adweek.com/brand-marketing/diesels-new-ad-celebrating-flaws-hasgreat-storytelling-that-flies-off-in-all-directions/ ❏ https://shop.diesel.com/homepage?lang=default&gclid=Cj0KCQjw5LbWBRDCARIs ALAbcOdGvOFoohPmU_L35oB2DLlaR7IZ0E1owmV6S8fU9xHQhYXYs2reOOM aAnFiEALw_wcB&gclsrc=aw.ds