Diesel Is Casting for Someone to Fill Its CEO's Chair

Fans Are Encouraged to Show Off Their Sitting Technique

By Alexandra Jardine. Published on Oct 05, 2017

Editor's Pick

Diesel's last CEO, Alessandro Bogliolo, departed for Tiffany back in July and the brand is actively seeking a replacement. Usually, a CEO's departure doesn't prompt a company to shout about its lack of senior leadership in its marketing--but Diesel has taken a different view and based a whole campaign around it.

The fashion brand's newest social media effort (following its appointment of Publicis Italy and a fresh global campaign centering on flawed perfection) sees founder Renzo Russo encouraging people to come forward on Facebook and sit in its empty chief executive's chair. That's, literally, sit in his chair-- the idea is that the person has to be "very good at sitting."

Starting from Oct.5, Diesel is encouraging its fans to upload photos or videos of their sitting technique to the post that launches the initiative. The winning "Chair Executive Officer" will be flown to Diesel's headquarters in Italy, where he or she will sit on the brand's most important chair for an entire week. There, they will be filmed, and the content will be streamed on Facebook.

While not quite as hilarious as Ubisoft's quest to find the person best at farting for a 'South Park' video game, the campaign, again by Publicis Italy, does attempt to engage people in a fun and unusual way and is also in line with Diesel's strategy to challenge conformity. It also brings Russo back into the company's branding as a colorful personality, which could be a savvy PR move.

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Oct 05, 2017
Publicis Italy

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