Diesel Fall 2020 Ad Campaign

Diesel unveils a new campaign which humorously explores the importance and absence of memory during the locked-down summer of 2020. With the slogan “Make beautiful memories of what you didn’t do,” the multi-platform campaign invites fans to reimagine all of their cancelled plans.

The centerpiece of the Fall 2020 campaign is Diesel’s new customizable denim collection. Through a special portal on Diesel’s website – and in select stores worldwide – clients will be able to personalize the leather tags on denim with something they could not participate in this year. The intention is to commemorate what they did not do, and the memory-making moments that ensued in the absence of those plans. This theme of failed plans and alternate memories is realized in a photography campaign lensed JP Bonino. Energetic photographs juxtapose the would-be events with the real memories that replaced them.

The customizable collection and its campaign are somewhat concept-heavy, and it remains to be seen whether fans will embrace the gimmick. However, Diesel deserves to be commended for the smart recognition of one of 2020’s most defining failures, and for slickly translating it into a visual medium. Even if this year hasn’t gotten any better with age, a good pair of jeans always does.