CONCEPTUAL BRAND IDEA*
Diesel
Don't Dilute Yourself
Diesel has power in the way it talks to so many people in different ways.
It doesn’t matter what background you have, how much money you make, what your sexuality or social status is.
This creative platform has a rallying cry behind it, using manifesto and tone of voice to put power back in the hands of the next generation, and remind them that they can choose exactly who they want to be, whenever they want.
As a brand that has always made a social statement, Diesel know there's always more than meets the eye. And by combining language that feels playful yet provocative, it gets young people taking about what it truly means to be your 'self', for successful living.
As part of the recent Diesel Library work which takes a new approach to genderless design and explores multi- personas, this campaign is not only a nod to the versatility Diesel brings to each collection, but to the freedom it opens up for future generations.
As Glenn Martens explains, it's as much an artistic project as it is a social project.
It's about psychology, humans and the reality of life. That's the true meaning of successful living.
