Best of 2018 Print/OOH/Design/Experiential No. 6: These Deisel 'Knock-Offs' Are Way Better Than Fakes
The Fashion Brand Fools Bargain Shoppers on New York's Canal Street
Editor's Pick
Through New Year’s on Creativity, we’ll be counting down the best work and ideas of the year in various categories: TV/Film/Branded Content, Print/Out of Home/Design/Experiential and Digital/Integrated/Social.
At No. 6 in Print/OOH/Design/Experiential is this pop-up shop that appeared in New York’s Chinatown, home to counterfeit merchants galore, during Fashion Week. The store’s shelves proudly displayed a plethora of “counterfeit” Diesel goods--adorned with the brand’s misspelled moniker, “Deisel.” It turns out that the products weren’t fakes at all, but part of an extremely limited-edition line from the brand. It was just one of the Diesel’s many moves that upheld its legacy of defying convention. 2018 also saw it enter into an unusual fashion collaboration--with a kebab-stand owner. Later in the year, we also saw another standout retail idea that screwed with consumer perceptions, Payless’ Palessi.
Original Story:
Just in time for New York fashion week, a knock-off shop popped up on New York's Canal Street selling what appeared to be "fake" Diesel clothing--unabashedly adorned with a misspelled version of the fashion brand's name--Deisel.
But the unsuspecting shoppers who dipped into their pockets to purchase pieces were actually scoring fashion gold, as the clothing was actually part of a limited edition line from the brand. It's just the latest cheeky play from the brand and Publicis, which in recent advertising has embraced imperfection and put sheep in people's clothing.
"Diesel has been breaking conventions in the fashion world for 40 years," says Publicis New York Chief Creative Officer Andy Bird in a statement. "Here they are again, taking a direct to consumer twist on fashion marketing, smack in the center of one of the largest fashion-centric events in the world. Now that's a real fashion statement."
"Only a brand that's been challenging conventions since the beginning, like Diesel, could literally take this road less traveled," adds Publicis New York Executive Creative Directors Luca Lorenzini and Luca Pannese.
The idea is slightly reminiscent of a move from artist Takashi Murakami, who sold fake Louis Vuitton fakes outside the Brooklyn Museum in New York as part of his exhibit there in 2008.
Credits
- Date
- Feb 12, 2018
- Client :
- Diesel
- Agency :
- Publicis-New York
- Chief Creative Officer :
- Andy Bird
- Executive Creative Director :
- Luca Pannese
- Executive Creative Director :
- Luca Lorenzini
- Associate Creative Director :
- Bryce Hooton
- Copywriter :
- Bryce Hooton
- Associate Creative Director :
- Kristen Koop
- Art Director :
- Kristen Koop
- Executive Vice President, Chief Production Officer :
- Lisa Bifulco
- Vice President, Executive Producer :
- Tim Legallo
- Business Manager :
- Adrienne Ludvigsen
- Account Director :
- Melanie Lyon
- Account Director :
- James Bundy
- Global Chief Creative Director and Chief Executive Offier :
- Bruno Bertelli
- Executive Creative Director :
- Cristiana Boccassini
- Digital Creative Director :
- Milos Obradovic
- Digital Creative Director :
- Mihnea Gheorghiu
- Head of Social :
- Stefano Perazzo
- Social Media Manager :
- Doina Tatu
- Strategic Planner :
- Noa Dekel
- Account Team :
- Barbara Pusca
- Account Team :
- Camilla Poli
- Production Company :
- Rival School Pictures
- Director :
- Andrew Lane
- Executive Producer :
- James Blom
- Production Supervisor :
- Doug Smith
- Assistant Production Supervisor :
- Connor Vassar
- Editorial Company :
- Cosmo Street
- Editor :
- Aaron Langley
- Producer :
- Paolo Solarte
- Audio Record and Mix :
- Duotone
- Music :
- Alessandro Cristofori
- Music :
- Diego Perugini
- Music :
- Stabbiolo Music
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