Diesel: Go with the fake

Diesel, the luxury clothing brand, took over street fashion by selling misspelt branded t-shirts in a pop-up in New York's underground.

Campaign details

Brand: Diesel ClothingClient: Diesel ClothingAgency: Publicis Italy

Summary

People had fallen out of love with Diesel and turned their backs on the once iconic brand. Diesel was no longer a sight in the streets, while most competitors enjoyed a logomania revival. Even arch-rival Levi's made it back with its retro classic white t-shirt with big red logo.

Two seasons ago we had reintroduced big logos to Diesel apparel. But no matter how much we invested into our new brand campaign, people didn't buy our basics.

We had to find a way to get...

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