Italian youth label DIESEL has announced the launch of its Autumn 2020 campaign via Publicis Italy, which is rooted into one of denim’s key, longstanding elements: memory.
Denim gets better with experience and becomes a sort of wearable record of the times you’ve had. The pen marks on the pocket? Doodles during a long flight to a faraway location. The scrape at the hem? From a night spent partying in Berlin. Denim collects these moments no matter what; not even 2020 can cancel a great pair of jeans.
In what has been a generation-defining year, DIESEL invites people—the world over—to celebrate the beautiful memories made in lieu of the plans that had to be put on hold, and wear these unexpected highlights with pride.
For all the trips, events, parties, plans, ceremonies and more that could not take place in 2020, we are finding the opportunity to tell the surprise stories the connections that were made, the fun that was had, and the positive silver linings.
The platform is multi-subject: dozens of video clips, with real life anecdotes, directed by Pantera of the group Anonymous Content, will live online and on social media. Key visuals have been created by JP Bonino and will feature DIESEL watches and eyewear in addition to ready-to-wear.
The two-month platform will follow the stories of various talents, influential figures including Evan Mock, the skateboarder and model. Normally a resident of New York City, he chose to enter isolation in Mallorca, Spain, reconnecting with nature. Julia Fox, an Italian-American actress, found unexpectedly restored love during lockdown. Donte Colley looked inward and became more active in fighting for what’s right.
And it doesn’t stop here: DIESEL is also partnering with different canceled events, like UNTOLD Festival, one of the most renowned music festivals in the world, to create a series of limited-edition denim trousers called the 2020 Fallen Edition. UNTOLD has won the award for Best Major Festival in Europe from its inception. In a “normal” year, it is visited by more than 350,000 fans from across the globe. Those fans will hold 2020’s edition in their imagination – and in a pair of customized Diesel jeans.
Creative Agency: Publicis Italy
Global CCO Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana 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 Producer: Erica Lora Lamia | Beatrice Pepe
Art Buyer: Caterina Collesano | Marcella Garutti
Social Media Manager: Saraluna Goodloe
Head of Social Client Services and Strategy: Alessandro Bochicchio
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