Research We Can Get Behind

By Ti Published on .

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In its never-ending quest "For Successful Living," Diesel has undertaken its own form of market research to get a better grip on the hipsters that sport its line of jeans and frocks. True to form, the clothier has presented the collected data with Euro-cool design flair in a new campaign from Diesel's Dutch agency, Kessels-Kramer. Using special Diesel science (the "Tracking Down Method," involving the purported insertion of microchips into Diesel merchandise) the company collected useful information from no less than 50,000 Diesel Individuals to better understand the market and to "establish the impact and percentage of effectiveness of Diesel's clothing in making their life successful."

The resulting facts and figures reveal such demographic pearls as the following: The average length of Diesel underwear appearing above trouser waistline is 31mm. In another ad/survey result, we discover that from 1996 to 2002 the number of sand castles accidentally destroyed by Diesel swimsuit wearers during the summer has gone from 9 to 67. The ads feature an assortment of sexy, well-oiled Diesel darlings gamboling in various environments juxtaposed against the banal graphic look of PowerPoint marketing presentations, replete with numbers, charts and graphs denoting the hardcore research data at work.

"As always, irony is an important style element in the Diesel campaign," says KesselsKramer art director Pim van Nunen. "This time, the campaign points out that marketing research is totally useless. By the time market results are presented, target groups already have a different opinion. So that's why we made up all the results in a funny and silly way."

The campaign was shot in L.A by Spanish photographer Luis Sanchis. The research will appear in print ads, outdoor posters, postcards, shop windows and in-store materials.

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