GO WITH THE FAKE

Short List
ClientDIESEL
Category E02. Ambient Outdoor
TitleGO WITH THE FAKE
Product/ServiceCLOTHES
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Idea Creation 2 PUBLICIS New York, USA
Production RIVAL SCHOOL PICTURES New York, USA
Production 2 COSMO STREET New York, USA
Production 3 COSMO STREET New York, USA
Credits
Name Company Position
Bruno Bertelli Publicis Worldwide Global CCO
Cristiana Boccassini Publicis Italy CCO
Andy Bird Publicis New York CCO
Luca Pannese/Luca Lorenzini Publicis New York ECD
Milos Obradovic/Mihnea Gheorghiu Publicis Italy Digital Creative Directors
Bryce Hooton Publicis New York Associate Creative Director - Copywriter
Kristen Koop Publicis New York Associate Creative Director - Art Director
Lisa Bifulco Publicis New York EVP Chief Production Officer
Tim Legallo Publicis New York VP, Executive Producer
Adrienne Ludvigsen Publicis New York Business Manager
Melanie Lyon/James Bundy Publicis New York Account Directors
Stefano Perazzo Publicis Italy Head of Social
Doina Tatu Publicis Italy Social Media Manager
Noa Dekel Publicis Italy Strategic Planner
Barbara Pusca Publicis Italy Client Service Director
Camilla Poli Publicis Italy Account Manager
Andrew Lane Rival School Pictures Director
James Blom Rival School Pictures Executive Producer
Doug Smith Rival School Pictures Production Supervisor
Connor Vassar Rival School Pictures Assistant Production Supervisor
Aaron Langley Cosmo Street Editor
Paolo Solarte Cosmo Street Producer
Alessandro Cristofori/Diego Perugini Stabbiolo Music  Music

Write a short summary of what happens in the ambient or digital execution or campaign.

In the USA, the term “knock-off” refers to a counterfeit product, made to look like the original, but designed with cheap material and usually has subtle design or spelling changes. New York’s counterfeit district, located primarily on Canal Street, is world famous for being a prime destination for counterfeit goods. The very heart of this district is located on the intersection of Canal St. and Broadway, which is exactly where we set up the DEISEL knock-off store.

Cultural/Context information for the jury

Staying true to Diesel’s disruptive nature, our design team subverted Diesel’s classic logo with subtle misspellings to look like a real knock-off. We then rented a store in the heart of NYC’s counterfeit district for two weeks. For authenticity, we designed it to look cluttered and hired two actors to perform as suspicious shopkeepers. The store opened secretly for the first week. Those brave enough to shop there during this time bought real Diesel pieces, disguised as DEISEL, for knock-off prices. The second week was the big reveal during New York Fashion Week. Full price this time. First, we teased the idea through Instagram Stories, then we let the secret out through social media, attracting thousands of fans and fashionistas. The store was supposed to be open for several days, but it sold out in one. Then we launched the brand globally on Diesel.com, selling out in several hours.