Diesel takes top honors in Cannes
Diesel dominated during the Cannes Advertising Film Festival
where the brand racked up 13 Cannes Lions.
The company was the only fashion house to nab the honors during the annual event, which highlights excellence in branding.
The prizes went to three different Diesel campaigns. Three were given to the Fall 2017 ad Go With The Flaw. Directed by François
Rousselet, the promo highlighted the issue of misrepresentation in the media and its relation to poor body image. Its follow up, Go
With The Flaw 2, which explored the effects of going to great lengths to hide flaws.
Nine awards were given to the brand’s New York Fashion Week experiment DIESEL, a February experiment in which Diesel opened
an authentic knock-off store in Manhattan where seemingly counterfeit items were sold at a low price. In reality, the pieces
were one-of-a-kind editions crafted by the label’s design team. The campaign promoted a message that fashion isn’t just about the label.
“I am proud and happy to celebrate this moment. It confirms once and for all that Diesel is back, stronger and braver than ever,”
said Diesel founder Renzo Rosso in a press release. “We started from the product, building a new in-house team and involving talents
from all other the world to give new interpretations of our DNA with the Diesel Red Tag project. And then we kicked off a whole new
communication strategy that reaffirms our brand’s uniqueness, originality and bravery.”
Photo Credit: Diesel