Brief: Positioning Diesel to be relevant in a crowded market
Working at Publicis in Paris and liaising with Diesel HQ I’ve developed three major initiatives with the brand.
1/ A point of view delivered through an online magazine. Partnering with bloggers and artists that are in line with the brand’s unique personality. A new brand platform with ‘always on’ content that is fed by talents.
2/ Management of Diesel U Music initiative
Diesel:U:Music is a unique online platform that allows musicians from all over the world to communicate with their fans, share news and new releases with the audience by connecting with Facebook, MySpace and Sonic bid profiles. In other words, bands create a profile that acts as a fan hub while at the same time encouraging followers to “get stupid for them” (a reference to the company’s slogan: Get stupid).
3/ Creation of Diesel Art Wall initiative
Diesel Art Wall was an art contest designed to bring intriguing or inspiring contemporary ideas to giant urban canvases in city centres around the world.
A competition dedicated to young artists and designers, Diesel Art Wall offers them the opportunity to showcase their work on an extraordinary scale: monumental, freestanding vertical walls positioned in the centres of world’s most important cities. The ultimate goal being to salvage what prominent precious public space is left.
Any creative, inspired person from any country in the world can submit their designs for the chance to feature in this new edition of the project…and conquer a Wall.
