Diesel’s Go With The Flaw has left screens and entered the real world, with a fiendishly brilliant stunt by Publicis New York that coincides with Fashion Week New York.
It’s a knock-off store. Selling real Diesel as if it were fake. A fake store that’s actually a real store.
The shop, in New York’s epicentre of designer knock-offs, Canal Street, is called Deisel. As a knock-off store, it’s as authentic as it can get. The irony is exquisite. And a store selling real Diesel in a dodgy shop with a bogus logo underlines Diesel’s mantra, Go With the Flaw, “in bold”.
The stunt’s video is a charmer. The viewer knows what the buyer doesn’t. And the real Diesel pieces that the buyers purchased as fakes were one-of-a-kind, specially crafted by Diesel design team. They’re probably going to become collectors’ items and possibly spread the campaign further.
“Only a brand with a fierce legacy of innovation has the courage to storm Fashion Week conventions with a knock-off brand, sold street-wear style, on Canal Street,” stated Andy Bird, chief creative officer at Publicis New York.
“Diesel has been breaking conventions in the fashion world for 40 years. Here they are again, taking a direct-to-consumer twist on fashion marketing, smack in the centre of one of the largest fashion-centric events in the world. Now that’s a real fashion statement.”
Publicis New York executive creative directors, Luca Lorenzini and Luca Pannese, added, “When we were young creatives, we only had one dream—working with Diesel.
“We were literally in love with anything that was coming from them, both in fashion and advertising. And now we’ve been lucky enough to finally work with them. Pushing the boundaries of creativity is easier when you work with someone who has being doing it for years. Canal Street is not exactly the location you think of when it comes to New York Fashion Week. Only a brand that’s been challenging conventions since the beginning, like Diesel, could literally take this road less travelled.”
Agency: Publicis New York
Chief Creative Officer: Andy Bird
Executive Creative Directors: Luca Pannese & Luca Lorenzini
Associate Creative Director & Copywriter: Bryce Hooton
Associate Creative Director & Art Director: Kristen Koop
EVP Chief Production Officer: Lisa Bifulco
VP Executive Producer: Tim Legallo
Business Manager: Adrienne Ludvigsen
Account Directors: Melanie Lyon & James Bundy
Global Chief Creative Director Publicis WW & Chief Executive Officer Publicis Italia: Bruno Bertelli
Executive Creative Director Publicis Italia: Cristiana Boccassini
Digital Creative Directors Publicis Italia: Milos Obradovic & Mihnea Gheorghiu
Head of Social: Stefano Perazzo
Social Media Manager: Doina Tatu
Strategic Planner: Noa Dekel
Account team Publicis Italia: Barbara Pusca & Camilla Poli
Production Company: Rival School Pictures
Director: Andrew Lane
Executive Producer: James Blom
Production Supervisor: Doug Smith
Asst. Production Supervisor: Connor Vassar
Editorial Company: Cosmo Street
Editor: Aaron Langley
Producer: Paolo Solarte
Audio Record & Mix: Duotone
Music: Music: Alessandro Cristofori and Diego Perugini for Stabbiolo Music
Executive Creative Director: Francisca Maass / Florian Weber
Creative Director Art: Alexander Budau
Creative Art Senior: Anna Wodera
Creative Copy: Cornelius Reimers
Account Manager Senior: Janne Kridlo
Agentur Producer: Thomas Nabbefeld
Production Company: Tempomedia
Director: Laurent Chanez
DOP: Benoit Soler
Post Production: nhb München / Hamburg