CONTEXT.
Diesel needed a bold statement to let everyone know that it’s taking its role back as the promoter of the unconventional, by poking at the world’s nonsense with a stick. It had to keep the brand DNA, but it also needed to breathe a modern look while being meaningful and true to the younger target of today, people who haven’t been exposed to the way Diesel was in the 90s.
GWTF was the global campaign for the launch of the new Diesel positioning.
A manifesto about imperfection.
STRATEG Y.
Diesel is back challenging conformity through everything they do. And in today’s world, conformity means thriving for perfection: perfect photos, perfect vacations, perfect job, perfect partner, perfect friends, perfect nights out. We adopt behaviours that don’t really feel comfortable and we embrace ideals that are not ours. What if we stopped chasing perfection and think of approaching our flaws differently?
AWARDS.
1 Silver Lion in Film Craft at Cannes Lions 2018
2 Bronze Lions in Film Craft at Cannes Lions 2018
4 Shortlists in Film, Film Craft, and Entertaiment at Cannes Lions 2018
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1 Gold in Film at Clio Awards 2018
1 Silver in Film Technique - Editing at Clio Awards 2018
1 Shortlist in Film Technique - Direction at Clio Awards 2018
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Grand Prix in Film Craft at Eurobest 2017
3 Silver in Film and Film Craft at Eurobest 2017
3 Shortlist in Film and Film Craft at Eurobest 2017
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1 Silver in Radio and Audio at Eurobest 2019
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2 First Prize in Film and Film Craft at New York Festival 2018
4 Second Prize in Film and Film Craft at New York Festival 2018
1 Third Prize in Film Craft at New York Festival 2018
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2 Silver Statues in Film and Music at London International Awards 2018
1 Bronze Statue in Cinematography at London International Awards 2018
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2 Wood Pencil in Film Advertising Crafts at D&AD 2018
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3 Merit Awards in Film, Online Film and Video and Craft/Direction at One Show 2018
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1 Silver in Film & Radio at ADCE 2019
1 Member Club Gold in Film & Radio at ADCE 2019
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2 Golden Drum in Film and Craft at Golden Drum 2018
2 Silver Drum in Craft at Golden Drum 2018
1 Shortlist in Brand Building at Golden Drum 2018
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2 Gold in Film/ Branded Content and Film Craft at ADCI 2018
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Published in Lurzer's Archive Vol 6/2017
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+10 Millions view on Youtube
CREDITS
Diesel Creative Director: Nicola Formichetti
Global Chief Creative Director Publicis WW and CEO Publicis Italia: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Art Directors: Simone Di Laus, Cecilia Moro
Copywriters: Fabio Caputi, Beatrice Mari
Executive Creative Director: Cristiana Boccassini
Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Art Directors: Simone Di Laus, Cecilia Moro
Copywriters: Fabio Caputi, Beatrice Mari
Production Company: Division Paris - Director: Francois Rousselet - DOP: Simon Chaudoir
Year: 2017
Year: 2017
