| Title | Go with the Fake |
| Agency | Publicis New York |
| Campaign | Deisel: Go With the Fake |
| Advertiser | Diesel |
| Brand | Diesel |
| Posted | November 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 |
| Audio Record | Duotone Audio Group |
| Mix | Duotone Audio Group |
| Bruno Bertelli | |
| Cristiana Boccassini | |
| Chief Creative Officer | Andy Bird |
| Executive Creative Director | Luca Pannese |
| Executive Creative Director | Luca Lorenzini |
| Digital Creative Director | Milos Obradovic |
| Digital Creative Director | Mihnea Gheorghiu |
| Copywriter | Bryce Hooton |
| Art Director | Kristen Koop |
| Agency Producer | Lisa Bifulco |
| Agency Producer | Tim LeGallo |
| Business Manager | Adrienne Ludvigsen |
| Account Director | Melanie Lyon |
| Account Director | James Bundy |
| Social Media Manager | Doina Tatu |
| Client Services Director | Barbara Pusca |
| Strategic Planner | Noa Dekel |
| Account Manager | Camilla Poli |
| Production Company | Rival School Pictures |
| Director | Andrew Lane |
| Production Company Producer | James Blom |
| Production Supervisor | Doug Smith |
| Production Assistant | Connor Vassar |
| Editing Company | Cosmo Street |
| Editor | Aaron Langley |
| Production Company Producer | Paolo Solarte |
| Music | Alessandro Cristofori |
| Music | Diego Perugini |
| Creative Agency | Publicis Italy |
More Work
SEE ALLDeisel: Go With the Fake
- BRAND:
- Diesel
- AGENCY:
- Publicis New York
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- BRAND:
- War Child
- AGENCY:
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