Diesel showcase new denim range with a social media integrated website from Poke
Welcome to a new family of denim 'attitudes'
Diesel is launching an entirely re-styled line of women’s jeans with a digital campaign that defines consumers by attitude and emotion, and integrates users’ own photographs and tweets into the product information.
Diesel has appointed digital agency Poke to create a new website for the ‘Fit Your Attitude’ range. The focus of the campaign is a website (www.diesel.com/fityourattitude) that shows off the new products by categorising them in terms of six different attitudes: Free-Spirited, Brave, Confident, Spontaneous, Sexy and Chic. Each attitude relates to a new style of jean, with each style engineered to be the perfect fit, for body and attitude.
Users are encouraged to select their attitude and get noticed by using the #FitYourAttitude hash tag and tweeting or taking pictures on Instagram that reflect their choice. This personalised content will appear fully integrated on the website using technology from Smesh, a company run by the lead developer at Poke, which analyses social data and identifies real-time attitudes across the world. The site will rank capital cities according to what attitude they are displaying at any given time, based on what is being uploaded via social media in that area.
Angus Mackinnon, Creative Director at Poke: Diesel's new range of jeans fit attitudes as well as bodies so we wanted to find real attitudes on the web that matched the jeans. Harnessing geo located Tweets and Instagrams we built a real time aggregator of trending attitudes around the globe. The Diesel website brings them all together around each jean in the range creating a lively and fascinating attitudinal product experience.