| Title | GO WITH THE FLAW |
| Brand | DIESEL |
| Product/Service | FALL WINTER 2017 COLLECTION |
| Category |
A03. Online: Fiction & Non-Fiction |
|
Entrant
|
DIESEL Breganze, ITALY
|
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
|
Production
|
DIVISION Paris, FRANCE
|
|
Production 2
|
MPC London, UNITED KINGDOM
|
Credits
| Diesel Team |
Diesel |
Diesel Team |
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Mihnea Gheorghiu |
Publicis Italy |
Digital Creative Director |
| Milos Obradovic |
Publicis Italy |
Digital Creative Director |
| Costanza Rossi |
Publicis Italy |
Creative Supervisor |
| Simone Di Laus |
Publicis Italy |
Art Director |
| Cecilia Moro |
Publicis Italy |
Art Director |
| Beatrice Mari |
Publicis Italy |
Copywriter |
| Fabio Caputi |
Publicis Italy |
Copywriter |
| Bela Ziemann |
Publicis Italy |
Head of Strategy |
| Noa Dekel |
Publicis Italy |
Strategic Planner |
| Giada Salerno |
Publicis Italy |
Account Director |
| Maria Elena Gaglianese |
Publicis Italy |
Account Manager |
| Cecilia Barberis |
Publicis Italy |
Agency Producer |
| Matilde Bonanni |
Publicis Italy |
Agency Producer |
| Barbara Centazzo |
Publicis Italy |
Art Buyer |
| Francois Rousselet |
Division Paris |
Director |
| Simon Chaudoir |
Division Paris |
DOP |
| Nicolas Larrouquere |
Division Paris |
Editor |
| Jules De Chateleux |
Division Paris |
Producer |
| Raja Sehgal |
Grand Central Sound Studio London |
Sound Design Arrangement |
The Campaign
“Go with the Flaw” goes beyond physical imperfections, encouraging the world to exploit character flaws or daily mishaps that no one can control nor prevent. Having a deeper look at that, our flaws are truly ours to exploit. Because that’s where the real success stories emerge from.
Creative Execution
The film tells the story of a half blind editor who's having a go at making his first film. Cinematic perfection, masterful editing skills that tell a clear story - he'll have none of that. And he will regrette rien, proving that there is beauty and success off the beaten path that everyone’s taking, expecting to do things “right”.
The film circulated in two main versions, that ran in parallel, across every online platform: the 210 seconds one and a 60 seconds one with a voice over reading an original poem created for the concept and mood of the film.
The two films combined have gathered more than 20 million views globally, across Youtube, Facebook and Instagram. They were part of a fully integrated global campaign, but the films alone inspired people from around the world to quote from the poem and to even go into the store and ask for the exact styling of the characters in our video.
This is a two minutes short film, hardly branded, meant to entertain and inspire with a brand POV, rather than push for a product. It’s a new spin on DIESEL’s philosophy released into the world of today, wearing a cinematic coat, while subtly sticking it out to the fashion industry.
DIESEL is back challenging conformity through everything they do. And in today’s world, conformity means thriving for perfection: perfect photos, perfect vacations, perfect job, perfect partner, perfect friends, perfect nights out etc. We adopt behaviours that don’t really feel comfortable and we embrace ideals that are not ours. But what if we stopped chasing perfection and think of approaching our flaws differently?