|Title||Deisel: Go With the Fake|
|Agency||Publicis New York|
|Campaign||Deisel: Go With the Fake|
|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||Noa Dekel|
|Creative Agency||Publicis Italy|
|Executive Creative Director||Luca Pannese|
|Executive Creative Director||Luca Lorenzini|
|Art Director||Kristen Koop|
|Chief Production Officer||Lisa Bifulco|
|Executive Producer||Tim LeGallo|
|Business Manager||Adrienne Ludvigsen|
|Account Director||Melanie Lyon|
|Account Director||James Bundy|
|Creative Director||Bruno Bertelli|
|Creative Director||Cristiana Boccassini|
|Digital Creative Director||Milos Obradovic|
|Digital Creative Director||Mihnea Gheorghiu|
|Social Media Manager||Doina Tatu|
|Client Services Director||Barbara Pusca|
|Account Manager||Camilla Poli|
|Production Company||Rival School Pictures|
|Executive Producer||James Blom|
|Production Supervisor||Doug Smith|
|Asst. Production Supervisor||Connor Vassar|
|Editing Company||Cosmo Street|
|Production Company Producer||Paolo Solarte|
|Chief Creative Officer||Andy Bird|
|Head of Social Media||Stefano Perazzo|
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