The challenge: 1.Elevate Diesel’s fashion image while recapturing its heritage as a bold and brave brand. 2. Connect with a highly distracted consumer in a diversified and competitive global market.

Our solution was 'Decoded By Diesel'; an evolving brand platform that cuts through with brave, contextual ‘tell it like it is’ humor based on three insights:

PREMIUM AESTHETIC: Research showed that a high-fashion aesthetic is critical to validate our audience's choice of premium brands.

HONESTY: We reflected on what being brave means today. Namely, being refreshingly self-aware, transparent and honest. 

HUMOR: The most shared and appreciated content on social media is funny and tells it like it is about everyday life.

Our brand platform created 80 assets for innovative experiences across digital, print and OOH. Teaser campaigns launched establishing the ‘Decoded’ approach. A global rollout across billboards to fashion magazines to buses and taxi tops showing beautiful product with decoded, contextualheadlines