Posted: Nov 28, 2010
Diesel's Turbo revolution led by MADE
Diesel asked MADE to help them launch a revolutionary new product, Diesel Turbo Denim. It is a fabric with a special enzyme, an enzyme that allows the jeans to develop a fashionable vintage worn look that picks up on the movement habits and traits of the wearer.
MADE was engaged to launch the product with ideas and designs that would cut through clutter and that would translate consistently into advertising, online, PR stunts, outdoor and digital displays, in store and even in shop windows.
MADE created a series of action ident images aimed at Diesel’s target young male, drawings that owe a heritage to Airport safety cards except that the characters in these are all men of action, in jeans, with a twist. The series (pictured) shows Turbo Diesel Denim being worn out in a manner of innovative ways – burning the jeans on the carpet in an amorous moment or enjoying the sport of jumping through a hedge. It is this latter image that MADE brought to life in very striking window displays – a mannequin performing a Fosbury flop through a real hedge.
These action images are being used in all marketing collateral, including a digital slideshow on the relevant Facebook page and digital posters at Tube stations. The message is also being driven around four key cities on digital ad vans.
The images have been brought to life in a surprising way – 2 minutes of jean-wearing silent performance passion on artificial grass out in the streets or at Selfridges (where Diesel has a concession), followed up with silent signs holding explanation of the show and staff handing out Z-Cards encouraging consumers to take up the challenge themselves.