Italian fashion brand Diesel has unveiled its latest campaign and it’s possibly one of the nuttiest yet.

The work of Publicis Italy, the campaign is titled “The Capsule” and is a playful dig at tedious work meetings.

“The Capsule” is a prototypical new (and purposefully uncomfortable) meeting room designed to keep conference and gathering times to an absolute minimum. The idea -spurred by the statistic that the average office worker spends around 9,000 hours in meetings during his career lifespan, in which 50 per cent of the time is squandered and found its inspiration in Diesel founder Renzo Rosso’s experience and ethos: “The best decisions I’ve ever made were quick”.

The experimental room is made not to promote the norm, but rather, to expedite the decision-making discussions and processes that are so often unnecessarily drawn out during assemblies. Fifteen minutes is the maximum time (there’s a countdown clock); the cramped, unembellished space forces the group to get right to the point. The end result? More freedom; when choices are made quickly, there’s more time to enjoy life. This is an ultimate benefit of working for Diesel—the company continues with its progressive attitude towards an efficient work-life balance. It’s where the mantra “For Successful Living” was born.

The Capsule will be built as a set at Wired Next Fest, in which patrons will create video content to be published during the activation. Additionally, Diesel will also invite other entities—through LinkedIn, HR departments, and other companies to suggest creative ways to shorten the office meeting.

Credits

Client: Diesel

Agency: Publicis Italy

Global Chief Creative Officer Publicis WW e Ceo Publicis Italy: Bruno Bertelli

Chief Creative Officer: Cristiana Boccassini

Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu

Creative Supervisor: Simone Di Laus

Art Director: Giovanni Greco

Copywriter: Enrico Pasquino

Client Service Director: Barbara Pusca

Account Team: Camilla Poli, Giuseppe Esposito

Social Media Manager: Filippo Festuccia

Agency Executive Producer: Silvia Cattaneo

Agency Producer: Isabella Guazzone

Production Company: Bedeschi Film

Director: Tommaso Pitta

Executive Producer: Federico Salvi