Milos Obradovic
Executive Creative Director at AKQA (copy), Milan
Toronto, Canada
TitleDeisel: Go With the Fake
Campaign Deisel: Go With the Fake
Advertiser Diesel
Brand Diesel
Date of First Broadcast/Publication
Business Sector Apparel & Accessories Stores
Story During New York fashion week, a pop-up store opens selling "fake" Diesel clothing. The label is spelt DEISEL, even though the vendor insists it's all 100% genuine. People are sceptical but buy a few items anyway. At the end of the week Diesel reveals that the items with misspelled labels are indeed 100% genuine: and limited edition items at that. A fun way of hitting back at the counterfeiters while also generating valuable earned media.

Shoppers could have been forgiven for thinking that items of clothing with labels spelled DEISEL were fakes. The items went on sale at a pop-up store in New York during fashion week. Those who bought them were no doubt surprised to learn that they were genuine Diesel, launched by the brand as collectors' items in a snarky retort against the counterfeiters and a great way of grabbing some press coverage.
Media Type Web Film
Strategic Planner
Creative Agency
Executive Creative Director
Executive Creative Director
Art Director
Chief Production Officer
Executive Producer
Business Manager
Account Director
Account Director
Creative Director
Creative Director
Digital Creative Director
Digital Creative Director
Social Media Manager
Client Services Director
Account Manager
Production Company
Executive Producer
Production Supervisor
Asst. Production Supervisor
Editing Company
Production Company Producer
Audio Record
Chief Creative Officer
Head of Social Media

People related to this work

Related Ads


Create a free Talent profile and become a member of AdForum

Get Started