Diesel - "Deisel: Go With the Fake" by ANDY Awards 2018
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Diesel - "Deisel: Go With the Fake"
- Brand: Diesel
- Country: United States
- Advertiser: Diesel
| Title | Deisel: Go With the Fake |
| Agency | Publicis Groupe |
| Campaign | Deisel: Go With the Fake |
| Advertiser | Diesel |
| Brand | Diesel |
| Date of First Broadcast/Publication | 2018 / 1 |
| Business Sector | Apparel & Accessories Stores |
| Story | During New York fashion week, a pop-up store opens selling "fake" Diesel clothing. The label is spelt DEISEL, even though the vendor insists it's all 100% genuine. People are sceptical but buy a few items anyway. At the end of the week Diesel reveals that the items with misspelled labels are indeed 100% genuine: and limited edition items at that. A fun way of hitting back at the counterfeiters while also generating valuable earned media. Shoppers could have been forgiven for thinking that items of clothing with labels spelled DEISEL were fakes. The items went on sale at a pop-up store in New York during fashion week. Those who bought them were no doubt surprised to learn that they were genuine Diesel, launched by the brand as collectors' items in a snarky retort against the counterfeiters and a great way of grabbing some press coverage. |
| Media Type | Web Film |
| Length | |
| AI Description | The Diesel ad, titled "Go With the Fake," creatively highlights a guerilla marketing campaign during New York fashion week. Visitors to a pop-up store in the fashion district encounter jeans and clothing labels branded as "DEISEL," and initially assume they are purchasing counterfeit items due to the label misspelling. Filmmic sequences capture the skepticism and negotiations amongst shoppers, who also receive assurances from the vendor claiming authenticity. The ad boldly addresses the multi-billion-dollar counterfeit industry by turning the tables—revealing that these 'fake' products are, in fact, authentic and limited-edition Diesel pieces. This revelation generates buzz, excitement, and surprise, as it stands against counterfeiting while promoting the authentic brand presence. Diesel's clever move gains traction online, with media outlets like Vogue and The New York Times discussing the new tactic. The campaign blends urban aesthetics with humor and a twist, leaving a striking impression and creating a rush for the genuine "DEISEL" items, which sell out quickly, ultimately symbolizing victory over fakes. |
| Audio Record | Duotone Audio Group |
| Strategic Planner | Noa Dekel |
| Creative Agency | Publicis Italy |
| Executive Creative Director | Luca Pannese |
| Executive Creative Director | Luca Lorenzini |
| Copywriter | Bryce Hooton |
| Art Director | Kristen Koop |
| Chief Production Officer | Lisa Bifulco |
| Executive Producer | Tim LeGallo |
| Business Manager | Adrienne Ludvigsen |
| Account Director | Melanie Lyon |
| Account Director | James Bundy |
| Creative Director | Bruno Bertelli |
| Creative Director | Cristiana Boccassini |
| Digital Creative Director | Milos Obradovic |
| Digital Creative Director | Mihnea Gheorghiu |
| Social Media Manager | Doina Tatu |
| Client Services Director | Barbara Pusca |
| Account Manager | Camilla Poli |
| Production Company | Rival School Pictures |
| Director | Andrew Lane |
| Executive Producer | James Blom |
| Production Supervisor | Doug Smith |
| Asst. Production Supervisor | Connor Vassar |
| Editing Company | Cosmo Street |
| Editor | Aaron Langley |
| Production Company Producer | Paolo Solarte |
| Music | Alessandro Cristofori |
| Music | Diego Perugini |
| Chief Creative Officer | Andy Bird |
| Head of Social Media | Stefano Perazzo |