Diesel invented a conference room that makes you want to keep meetings short

It's so hellish you'll be out of there in 15 minutes

Published On
May 25, 2018

Editor's Pick

Diesel continues its return to its quirky and subversive roots with a new campaign that's more of a disruptive stunt than anything to do with fashion.

The retailer and agency Publicis Italy have developed "The Capsule," a purposefully uncomfortable meeting room designed to keep conference times to an absolute minimum. The idea was inspired by the statistic that the average office worker spends around 9,000 hours in meetings during his career lifespan, in which 50% of the time is squandered. The idea is a fit with company founder Renzo Rosso's experience and ethos: "The best decisions I've ever made were quick."

A humorous film, seen here, shows how it works (a tilting table, wind machine and flashing lights and banging noise are all part of the nightmarish strategy to get you out of there in 15 minutes or less) but the wider campaign goes beyond just a funny video: Diesel really made one of these in all seriousness, and it will be on show at Milan's WiredFest from today.


May 25, 2018
Agency :
Global Chief Creative Officer :
Bruno Bertelli
Chief Creative Officer :
Cristiana Boccassini
Global Digital Creative Director :
Milos Obradovic
Global Digital Creative Director :
Mihnea Gheorghiu
Creative Supervisor :
Simone Di Laus
Art Director :
Giovanni Greco
Copywriter :
Enrico Pasquino
Client Service Director :
Barbara Pusca
Account Team :
Camilla Poli
Account Team :
Giuseppe Esposito
Social Media Manager :
Filippo Festuccia
Executive Agency Producer :
Silvia Cattaneo
Agency Producer :
Isabella Guazzone
Production Company :
Bedeschi Film
Director :
Tommaso Pitta
Executive Producer :
Federico Salvi
Producer :
Diana Passoni
Post Production :
Bedeschi Film

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