WHO ARE SOCIAL MEDIA’S REAL INFLUENCERS?
With an ironic flip, Diesel celebrates the internet’s followers and fans in its new Spring campaign
Diesel is proud to introduce its new Spring campaign, BE A FOLLOWER.
Everybody wants to be an influencer today. Becoming known on social media can lead to fast fame and vast fortune. But will it last? And, more importantly, are we sure that influencers really believe in what they’re promoting?
With this in mind, Diesel took aim at the clichés of social media by emphasizing where the real power exists: in the hands and the feeds of the followers. We’re not judging influencers—we’re just looking at the phenomenon of social media through a different lens.
In keeping with its practice of breaking the rules, Diesel brings to life a multi-subject campaign with real influencers who are familiar enough with the brand (and the concept) to be self-ironic about the clichés and pitfalls of living an “Instagrammable” life. With, of course, denim as the central icon.
Jennifer Grace @thenativefox, Kristen Crawley @kristennoelcrawley, the twins @amixxamiaya and @ayaxxamiaya, Elias Riadi @eliasriadi andBloody Osiris @bloodyosiris recognize the exaggerations of their digital personas—and each of them is OK with a little self-deprecation, poking fun at their “social” lives. Multiple vignettes show these Insta-famous people in jarring or awkward situations—with each clip then cutting to a non-influencer, worry-free, living effortlessly and easily in their Diesel denims. Because, ultimately, no matter how famous you are on social media, it’s your followers who matter the most.
To further illustrate why it is better to BE A FOLLOWER, dozens of additional pieces of video content, directed by Ali Ali and Ahmed Tahoun of Good People Films, were created. A selection of key visuals by Toiletpaper’s Pierpaolo Ferrari and Maurizio Cattelan – which also include Diesel’s watches and eyewear categories –complete the message. The campaign’s overall creative concept and execution was handled by Publicis Italy.
Agency Credits
Creative Agency: Publicis Italy
CEO Publicis Italia & Global CCO Publicis WW: Bruno Bertelli
CCO: Cristiana Boccassini
Creative Director: Thiago Cruz
Creative Director: Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Digital Creative Director: Sandra Bold
Creative Director and Head of Social Media: Marco Viganò
Associate Creative Director: Vinicius Dalvi
Associate Creative Director: Eddy Guimarães
Senior Copywriter: James Andrews
Art Director: Cecilia Moro
Art Director: Alice Teruzzi
Copywriter: Francesca Ferracini
Jr Art Director: Alex Eftimie
Jr Copywriter: Anton Kuerschner
Client Service Director: Eleni Charakleia
Digital Account Director: Ilaria Castiglioni
Account Director: Filippo D’Andrea
Senior Strategic Planner: Monica Radulescu
Head of Social Client Services & Strategy: Stefano Perazzo
Social Media Manager: Doina Tatu, Filippo Festuccia
Head of TV Production: Francesca Zazzera
Senior Producer: Tania Dal Pra
Art Buyer Caterina Collesano
Photography Credits
Creative development & photography: Toilet Paper
Maurizio Cattelan & Pierpaolo Ferrari
Production Company: Collateral
Post Production: Martin&Rainone
Stylist: Marc Goehring
Film Credits
Production company: Good People
Director: Ali Ali
DOP: Pierre Mouarkech
Art director: Lionel Soria
Executive Producer: Sabine Farah / Khaled Zaki
Producer: Chantal El Haber
Line Producer: Karim Osman
Digital content director: Ahmed Tahoun
Editor: Neda Ahmed
Editor digital content: Tommaso Bianchi
Color grading: MPC
Colourist: Richard Fearon
Colour EP: Leianna Campbell
Online: Adolfo Navire
Online digital content: Alessandro Congiu
Music Track: I will follow you
Music: Arthur Altman, Del Roma, J.W. Stole, Jacques Plante, Norman Gimbel
Publishing: Universal Publishing Italy, Café Concerto
Music consultancy and production: Sizzer
Music supervision and consultancy: Michael Bertoldini
Executive music producer: Seppl Kretz, Michiel Marsman
Sync and licensing: Ilana Goldstoff
Creative strategy: Robin van der Kaa
