DIESEL: “DECODE”
INTEGRATED CAMPAIGN
REVIVING AN ITALIAN LEGEND BY DECODING THE WORLD AROUND IT
Developed an integrated campaign that elevated Diesel’s fashion credibility while recapturing its heritage as a bold and brave brand, which had suffered in a diversified and competitive global market.
The Challenge
Diesel had to reconnect with historical brand attributes to cut through with a highly distracted consumer. An uncanny ability to comment on and shape the events around it and make its products integral to that cultural commentary.
The strategy
‘Decoded by Diesel’ was a global brand platform that articulated a perspective on the big themes of our time. Each season saw 80+ assets created with contextual ‘tell it like it is’ humor, a premium aesthetic, an honest tone of voice, and humorous contextual interplay in media. The platform could be customized to hyper-specific activations in local markets and lead to multiple media firsts. From advertising on Tinder and Shazam and for our intimates campaign being the first major brand on Grindr & Xrated sites.
The Idea & Execution:
Website traffic increased by 30%. Key products featured in the advertising sold out online, contributing to an overall rise in sales for Diesel in 2015/16.
The Result:
season 2: DIGITAL CULTURE
Season 2 of ‘Decoded by Diesel’ the campaign focussed on Digital Culture and its #slogans, emoji, and the joyous absurdities of online/offline behavior.
season 3: RULES & RESOLUTIONS
Season 3 of ‘Decoded by Diesel’ reintegrated ‘For Successful Living’ and turned Tell It like it is into positive, affirmative, and committed declarations.
