Creativity

Pick of the Day: Diesel Dresses Up Sheep to 'Say No to Uncool Wool'

Brand Pokes Fun at Itself in a Humorous Holiday Campaign by Publicis Italy

By Alexandra Jardine. Published on Nov 08, 2017

Editor's Pick

Diesel urges people to "say no to uncool wool" in a humorous winter fashion campaign that features a leather-jacket wearing sheep.

The launch spot by Publicis Italy imagines how the campaign came about, with Diesel's artistic director Nicola Formichetti declaring that uncool holiday sweaters are "not our style," while an employee wearing one hides in the background. Formichetti comes up with his "brilliant" idea to use sheep on a website KnowWhatsMissing.com, and the campaign takes a more interesting turn. In poking fun at both itself, and the pretentiousness of fashion brands, Diesel continues to cultivate its quirky image once again, as has been apparent in the recent Publicis work.

As part of the campaign, sheep mannequins dressed in Diesel clothes will appear in Diesel stores all around the globe while a further series of videos will convey the message on social media.

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About

Credits

Date
Nov 08, 2017
Agency:
Publicis Italy
Chief Marketing Officer:
Dario Gargiulo
Client:
Diesel
Creative Director:
Nicola Formichetti
Global Advertising, Media & Product Marketing:
Giada Gheno
Global Advertising, Media & Product Marketing:
Diana Tessarolo
Global Advertising, Media & Product Marketing:
Silvia Pozza
Global Digital Marketing:
Chiara Martini
Global Digital Marketing:
Paul Tholen
Global Digital Marketing:
Marco Gheller
Global ADV and E-comm Production:
Deborah Salbego
Global ADV and E-comm Production:
Giulia Zen
Global PR:
Alban Adam
Global PR:
Elena Piccini
Global PR:
Alessia Battistello
Global CRM:
Flavia Zallocco
Global CRM:
Beatrice Lagrasta
Global Chief Creative Director Publicis WW & CEO Publicis Italia:
Bruno Bertelli
Executive Creative Director:
Cristiana Boccassini
Global Digital Creative Director:
Milos Obradovic
Global Digital Creative Director:
Mihnea Gheorghiu
Creative Supervisor:
Costanza Rossi
Art Director:
Andrea Raia
Copywriter:
Matteo Gatto
Social Media Manager:
Doina Tatu
Strategic Planner:
Noa Dekel
Client Service Director:
Daniela Di Maio
Client Service Director:
Barbara Pusca
Account Team:
Giada Salerno
Account Team:
Camilla Poli
Agency Producer:
Matilde Bonanni
Agency Producer:
Silvia Cattaneo
Production company:
Mercurio Cinematografica
Director:
Hypno
Photographer:
Riccardo Bagnoli
Director of Photography:
Alexandru Dorobantu
Editor:
Eleonora Cao
Executive Producer:
Luca Fanfani
Producer:
Alessia Pietromarchi
Post Production:
IGGY Post
Music Design and Editing:
The Log
Stylist:
Anna Quacquarelli
Stylist:
Giovanni Tamiello

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