Diesel Launches Superhero-Themed Summer Blockbuster Campaign

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Publicis Italy, director François Rousselet and photographer Kourtney Roy team up for the latest 'For Successful Living' campaign
Diesel Launches Superhero-Themed Summer Blockbuster Campaign
Move over Marvel, Diesel is introducing its own team of superheroes in its Spring/Summer 2020 'For Successful Living' campaign. The campaign’s overall creative concept and execution was handled by Publicis Italy.

The centerpiece of the Spring/Summer 2020 campaign is a film by François Rousselet. It features a superhero movie actor on set, having a tough day and not quite nailing his scenes. Over with it (or rather, after having exhausted his movie director), he heads back to his trailer, changes into his Diesel denim gear, steps out looking way more relaxed, and does the thing he couldn’t do on set but is simply a consequence of who he really is. 

Accompanying photography was lensed by Kourtney Roy, and features models floating, flexing and flying.


Now for a little history. The famous Diesel tagline was created in the early 90’s, when founder Renzo Rosso wanted a phrase that would remain both timeless, and true to the growing denim label’s irreverent, bold and unexpected foundation.

The phrase captured Rosso’s vision by wrapping in and connoting: irony, provocation, eccentricity and kitsch. It also solidified a mantra he had: never talk down to your customers. Treat them as equals. Involve them in your world (that was interaction 30 years before it was called so). If you wore Diesel , you were living successfully. Simple as that.

While the claim has been part of Diesel's communications ever since, today Diesel returns to its nucleus by debuting a newFor Successful Living story, celebrating its core product, denim; acquainting a new generation with DIESEL’s original messaging as a challenger of conventions and common places; and reminding the world that living successfully means staying true to oneself (making YOUR way the successful way) – while not taking oneself too seriously.



What does it all boil down to, ultimately? That For Successful Living is fundamentally about confidence, and the power that comes from finding in oneself both strength—and irony.


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Credits

Agency Credits

Creative Agency: Publicis Italy

Global CCO Publicis WW: Bruno Bertelli

CCO: Cristiana Boccassini

General Manager: Daniela Di Maio

Global Creative Director: Thiago Cruz

Global Creative Director: Mihnea Gheorghiu

Head of Art: Costanza Rossi

ACD/Copywriter: Michela Talamona

ACD/Art Director: Fabrizio Tamagni

Copywriter: Filippo Festuccia

Art Director/Designer: Luca Villa

Account Director: Filippo D’Andrea

Account Executive: Mirko De Martini

Senior Strategic Planner: Monica Radulescu

Head of Social: Alessandro Bochicchio

Social Media Manager: Doina Tatu

Head of Production: Francesca Zazzera

TV Producer: Anna Sica

Art Buyer: Caterina Collesano


Film Credits

Production company: Division

Director: François Rousselet

Executive Producer: Jules de Chateleux

Producer: Alexis Fonvieille

DOP: Matias Boucard

Editor: Nicolas Larrouquere

Stylist Diesel outfit: Clare Byrne

Stylist: Liate Cohen

Music Production: Sizzer

Photography & Product Videos Credits

Photographer/Director: Kourtney Roy – Lambert Lambert

2nd Video Unit Director: Edu Perez

Production Company: Lambert Lambert

Producer: Carole Lambert

Production Director: Ségolène Vial

Stylist: Clare Byrne – Totalworld

Assistant: Madeleine Kachurak –Totalworld

Hair: Chi Wong – M+A World Group

Make up: Nami Yoshida – Bryant Artists

Casting: Edu Perez

Set Design: Romain Gautry

Categories: Denim, Clothing and Fashion

Publicis Italy, 4 months ago