Milos Obradovic
Executive Creative Director at AKQA (copy), Milan
Toronto, Canada
TitleGo with the Fake
Agency
Campaign Deisel: Go With the Fake
Advertiser Diesel
Brand Diesel
PostedNovember 2018
Business Sector Apparel, Fashion & Footwear
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 Case Study
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