Digital
DEISEL — Go With the Fake
Diesel · 2018
- Agency
- Publicis Italy / Publicis New York
- Campaign
- DEISEL — Go With the Fake
Analysis
Diesel opened a store selling genuine products under the misspelled DEISEL name. This campaign still shows the changed label being sewn onto denim.
“DEISEL”
Deliberate misspellingBrand parodyRetail stunt
Why it worked
The label looks close enough to a counterfeit to create uncertainty. A small spelling change carries the main joke without a long explanation. The store gave that joke a real product and a place where people could encounter it. The online film then made the local experiment available to a wider audience.
Lesson
Change one familiar brand detail when the change can carry the whole idea.