MILAN - Diesel has always challenged conformity and today, conformity is the chase of perfection. Look at your social channels: perfect holiday, perfect pictures, perfect life, all fitting in with the status quo and all going with the flow.
It’s now time to GO WITH THE FLAW.
Be unordinary because flawless is forgettable. Roll with what you have, even though it may not be ideal. Embrace what you cannot control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.
It’s time to go with mistakes, go with remakes, go without knowing if you have what it takes. GO WITH being reckless, impulsive and different.
“I was fifteen years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done so far”, says Diesel founder Renzo Rosso. “I have always been more interested in imperfection, because it stands out from the crowd.”
A film by François Rousselet, the French director who has created videos for Snoop Dogg, Madonna and The Rolling Stones, is the cornerstone of GO WITH THE FLAW campaign, conceived by Publicis Italy, the new creative agency of Diesel. During the mini-movie Edith Piaf provocatively sings ‘Non, je ne regrette rien’ as the cast embrace the uncomfortable of their everyday lives – and rise above it, never looking back.
Always late? You’ll make a big entrance. Secret snorer? Your lover has a soundtrack. Bad dancer? You’ll be a YouTube sensation. Lazy? You won’t waste energy. Style your shortcomings into something extra – because success lives outside of conformity. Perfection is overrated.
“Being unique is much more beautiful than being perfect,” explains Diesel Artistic Director Nicola Formichetti, whose casting approach finds fascinating-looking people with interesting features, affirming the message of self-love.
“Change the way you look at things, so even the bad becomes positive, overcoming obstacles and fears. You’ll have the best life possible.”
“Diesel has made flawed denim a thing. It has always tackled mistakes and challenges head on and succeeded in focusing on what it has that others do not, all the while poking the world’s nonsense with a stick. That is what we continue to do in “GO WITH THE FLAW”. It is a reminder that our flaws help us stand out in a world that increasingly acts the same. Embracing our physical and character flaws, or the daily mishaps, or the awkward situations we get ourselves into is where the real fun and “Successful Living” comes from.” says Bruno Bertelli, Global Chief Creative Officer Publicis WW and CEO Publicis Italy.
Throughout the GO WITH THE FLAW campaign, Diesel’s collections are something the characters rely on, without second thought or doubt.
The 2017 Fall Winter campaign was officially launched with an event in Beijing, on Wednesday 6th September.
Campaign imagery for billboard and print is photographed by Tom Sloan, while the concept is in collaboration with Publicis.
Chief Marketing Officer: Dario Gargiulo
Creative Director: Nicola Formichetti
Global Head of Advertising, Media & Product Marketing: Giada Gheno
Head of ADV and E-comm Production: Deborah Salbego
Agency: Publicis Italia
Global Chief Creative Director Publicis WW and CEO Publicis Italia: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Art Directors: Simone Di Laus, Cecilia Moro
Copywriters: Beatrice Mari, Fabio Caputi
Head of Planning: Bela Zieman
Senior Creative Planner: Noa Dekel
Account Team: Giada Salerno, Maria Elena Gaglianese
Agency Producers: Cecilia Barberis, Matilde Bonanni
Art Buyer: Barbara Centazzo
Production Company: Division Paris
Director: Francois Rousselet
DOP: Simon Chaudoir
Editor: Nicolas Larrouquere
Producer: Jules De Chateleux
Post production: VFX
VFX Supervisor: Timo Huber
VFX Producer: Lydia Evitt
Colourist: Richard Fearon
Music Design and Editing: GRAND CENTRAL
Photographer: Tom Sloan @Lalaland Artists
Post Production: Studio Invisible
Stylist: Davey Sutton