Head of Social Client Services and Strategy Publicis Italy
MSL Group Director
Director Of Photography
Diesel needed a bold statement to let everyone know that it’s taking its role back as the promoter of the unconventional, by poking at the world’s nonsense with a stick. So, we bring to life a new chapter of the “For Successful Living” saga, the Diesel mantra to tell the world how in a changing world acceptance and openness must be part of evolution. Since the nineties, the brand has always supported the LGBTQI* community. This year, timed for Pride Month, we create a new story that again tells everyone the importance of living your own best truth, undisturbed and free of prejudice. We've done this with a completely unexpected narrative twist that shows how the brand always has a modern, controversial and innovative point of view.
Describe the cultural / social / political climate in your region and the significance of your campaign within this context
The Catholic Church has a long history of rejecting and isolating people they don’t see fit. In recent years however, they showed a more progressive approach towards inclusion. As a supporter of inclusion and individual expression, Diesel thinks that Christianity and gender representation shouldn’t exclude each other. After all, there are many Christian-oriented LGBTQI* groups active around the world. Inspired by the true story of Tia Pesando, the woman who’s still waiting on the approval of the Catholic Church to become a nun, in Francesca we go a step further and paint the natural image of a woman happy with finally fulfilling her life-long dream of dedicating her life to God.
Describe the creative idea
This film is a new chapter of "For Successful Living" Diesel mantra, with a story that celebrates the freedom to be themselves. We told the life and transition phase of Francesca, a young transgender girl, made up of small and big challenges, which will lead her to full awareness of herself and to achieve her greatest dream. A storytelling with a completely unexpected narrative twist that shows how the brand has always a modern and controversial point of view. The story is inspired by a real one, that of Tia Michelle Pesando, a Canadian girl. She is the first openly trans person to live as a nun, breaking the “taboo” of the Catholic Church that she supposedly uncharitably imposed for centuries.
Describe the strategy
Diesel has always shown an open mind and an ability to stay one step ahead of the present. And this has never been more important than today, in a changing world. The Catholic Church is also at the center of a turning point, with Pope Francis, who for the first time is preaching greater inclusion and acceptance.
All this allowed us to reach a wider audience. PR actions taken at a global level thanks to the collaboration we had with Diversity, Italian association committed to promoting social inclusion.
Describe the execution
The film, inspired by the real events of Tia Pesando, first openly trans person to live as a nun, follows Francesca's journey transition to fulfill her dream of becoming a nun. The campaign was launched during the Pride Month, officially on June 15th, preceded by an exclusive preview to the LGBTQI* community hosted from Diesel on Zoom and with Diversity and Harlow Monroe as presenters and moderators. The first part of launch has been both PR and online media worldwide and involved the Diesel website and his social channels (organic and paid media placement). In addition to the main film, we also delivered shorter cuts and trailers. At the same time PR articles have been published on many online newspapers.
Describe the results / impact
The 120” film was launched with an exclusive PR digital event, a private preview to the LGBTQI* community. After the global launch the video gathered in only 1 week more than 50million impressions and more than 30million views across Diesel website, Youtube, Facebook and Instagram, with media push focused in Europe, North America, Brazil and Japan. The PR activities totalized a total reach of about 9MIO.
Organic results on Diesel social channels: Impression +100% vs YTD Avg; Avg reach: +120%; Post Avg Comments: +32% and Avg e.r. + 120%.