Real estate ads are all the same. We wanted to create something that could stand out in the crowded real estate market and attract the attention of the media for its freshness. With this objective in mind, we played with Diesel’s fashion credentials and, by flipping the typical promotional scheme, we created “the most expensive t-shirts in the world”. Having no media budget, the objective behind the campaign was to get as much coverage and earned media as possible. The overwhelming media response confirmed that this strategy was the right one.

For the first time ever, Diesel dives into real estate by building Diesel Wynwood Condominium. Yes, real estate: not exactly the industry associated with Diesel. How should an iconic fashion brand launch such an unexpected venture? We could have promoted the new building like any other real estate company, with dreamy images, flashy brochures and unreal 3D renders. Yes, we could have. But, instead, we did it the Diesel way.

We decided to put fashion front and center. So, we created THE CONDO T-SHIRTS: 143 one of a kind t-shirts, one for each of the apartments of Diesel Wynwood Condominium. The t-shirts come with exorbitant prices. T-shirt “D6-L7”, for example, costs $1,049,000. T-shirt “F2-L7”, instead, comes with a price tag of $5,500,000. It may seem a lot, but by buying one of the t-shirts you’ll get the corresponding apartment...FOR FREE. We premiered the 143 t-shirts with an exhibition during Art Basel in Miami, the U.S. leading event dedicated to art and luxury.

Diesel Wynwood condominium has been designed with fashionable millenials in mind: how can we speak the language our audience finds most intriguing? Diesel has been making garments since 1978, and its clothing is clearly its most distinguishable brand asset. We thought that by leveraging something familiar like fashion, the new real estate venture would catch the eye of our target group. At the same time, we wanted to attract attention from global media and extend the campaign`s reach. Besides the launch film, we showcased our 143 unique t-shirts at an exhibition that took place at Art Basel in Miami, one of the trendiest destination for American fashionable millennials.

The launch film was released as an exclusive on WWD. The day after, the sale center opened in Miami and on the same night we premiered the 143 t-shirts during an exhibition/event at Art Basel, Miami, the U.S. leading event dedicated to art and luxury. At the event we invited influencers and celebrities like Paris Hilton, Charlie Sheen, Angus Cloud, Caroline Vreeland and others.

The news of the Condo T-Shirts release was covered by 156 publications worldwide. From the most important local newspapers like the Miami Herald and the New Times Miami, to famous fashion magazines like Vogue and WWD, to lifestyle outlets like GQ and Vanity Fair. More than 4000 people visited the exhibition at Art Basel in Miami, mainly young and fashionable youngsters who were the main target of the campaign. The exhibition also welcomed a few famous potential buyers like the actors Charlie Sheen and Angus Cloud, the artist Alec Monopoly, the singer Caroline Vreeland and the media personality Paris Hilton, who shared a few stories about the exhibition with her 11 million followers on Instagram. As soon as we launched the campaign, thousands of people visited the Diesel Wynwood Condominium website and in only 2 days we generated 3760 new leads.