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"BE A FOLLOWER" is the new Diesel's campaign
3 videos to promote a life in denim, refer isonically on the social network world and the influencers habits
Fashion
February 4th, 2019
February 4th, 2019
For the launch of the new SS19 campaign, Diesel took inspiration from the world of social networks and its cliches, reflecting on advertising and its logic. "BE A FOLLOWER" is the campaign that has as subjects the finisher of success on social media, which determine the fame and power of the influencers, the followers. That of the Italian brand is not a criticism but rather a way of provoking, typical of Diesel's DNA, in which the real influencers are placed under a lens that makes fun of life online, in favor of a more comfortable, practical and in denim.
The campaign revolves around 3 videos, in which the influencers involved videos, Jennifer Grace, Kristen Crawley, the amixxamiaya and ayaxxamiaya twins, Elias Riadi and Bloody Osiris, they are close enough to the brand (and the message) to be self-ironic. The protagonists interpret their character self-devaluing their social life, which creates situations of inconvenience and embarrassment. These sequences, which open the videos, are then mounted together with shots in which the non-influencers clearly show more comfortable living the same situations, inevitably wearing Diesel jeans. The message is clear, no matter how popular you are on social media, it is better to be a follower.
In the first clip, Elias Riadi finds it difficult to remove complicated boots, while the non-influencer seems much more comfortable while wearing a typical denim jacket of the brand and the underwear collection. In the second video, the two Japanese twins struggle to start eating because in the grip of photographing the dishes, which does not happen to the follower with his sandwich of the kiosk. In the third video, Jennifer Grace is at the airport and drags dozens of bags, unlike the two boys dressed in denim who travel only with a half-empty bag.
To further illustrate why it is better to BE A FOLLOWER (BE A FOLLOWER), dozens of additional video content have been created, directed by Ali Ali by Good People Films. A selection of key visual elements, chosen by Pierpaolo Ferrari from Toiletpaper and by Maurizio Cattelan, including the Diesel Watch and Eyewear lines, complete the concept.
