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.
Agency Credits Creative Agency | Publicis Italy Global CCO Publicis WW | Bruno Bertelli CCO Publicis Italy | Cristana Boccassini Global Executive Creative Director | Mihnea Gheorghiu Global Creative Director | Eoin Sherry Head of Art | Costanza Rossi Associate Creative Director/ Art Director | Arthur Amorim Associate Creative Director/ Copywriter | Dan Arango Art Director | Daniele Tesi Copywriter | Nicolò Santovincenzo Designer/Art Director | Luca Villa Strategic Planner | Monica Radulescu Group Account Director | Ilaria Castiglioni Account Supervisor | Gonzalo Gutierrez Head of TV Production | Francesca Zazzera TV Producers | Erica Lora Lamia & Beatrice Pepe Art Buyers | Caterina Collesano & Marcella Garutti Social Media Manager | Saraluna Goodloe Head of Social Client Services and Strategy | Alessandro Bochicchio
Film credits Director | Pantera Director of Photography | Jake Hunter Production Company | SOMESUCH & CO LTD X ANONYMOUS CONTENT Executive Producer | Tor Fitzwilliams Producer | James Greenall
Music credits Music | Sizzer – original composition with Jackie T & the Jetpacks Music Supervision | Michael Bertoldini
Print campaign Photographer | JP Bonino Post Production | Numerique