Entry code: X10026GD19Agency: Publicis Italy, MilanAdvertiser / client: Diesel
Group: X Engagement, X10 Direct

Campaign idea

SIDE:BIZ is an innovative approach to e-commerce that allows for any Diesel follower to open their own Diesel digital shop and promote it all over social media for rewards. SIDE:BIZ is Diesel’s way of celebrating the followers, putting them first and unleashing their social media power without contracts or proof of influence. Followers went on​ ​​/sidebiz; signed up; received a unique e-commerce link; shared it, posted it, texted it and emailed it to everyone. Every time someone shoped through their link, they earned rewards. This was the first loyalty program tapping into the native social media behavior of the users.

  • Brand name: Diesel
  • Advertiser / client: Diesel
  • Product / service: Diesel
  • Campaign name: Side:Biz
  • Agency network: PUBLICIS
  • Agency: Publicis Italy, Milan
  • Production company: Good People
  • Creative director: Mihnea Gheorghiu, Thiago Cruz, Sandra Bold, Marco Viganò
  • Art director: Eddy Guimaraes, Cecilia Moro, Alice Teruzzi, Alex Eftimie
  • Copywriter: Vinicius Dalvi, James Andrews, Francesca Ferracini, Anton Kuerschner
  • Designer: Luca Villa
  • Account director (agency): Eleni Charakleia, Ilaria Castiglioni, Filippo D'Andrea
  • Strategic planner / strategist: Monica Radulescu
  • Film production: Lionel Soria, Sabine Farah, Khaled Zaki, Chantal El Haber, Karim Osman, Ahmed Tahoun
  • Director: Ali Ali
  • Director of photography: Pierre Mouarkech
  • Music: Michael Bertoldini, Seppl Kretz, Michiel Marsman, Ilana Goldstoff, Stefano Binotto
  • Agency producer: Francesca Zazzera, Tania Dal Pra
  • Post production: MPC London
  • Additional company: CCO Publicis WW & CCO Publicis Groupe Italy - Bruno Bertelli CCO Publicis Italy - Cristiana Boccassini Head of Art - Costanza Rossi Head of Social Client Services & Strategy - Stefano Perazzo Social Media Manager - Doina Tatu Editor - Fabrizio Squeo / Neda Ahmed / Tommaso Bianchi Art Buyer - Caterina Collesano Colour - Richard Fearon / Leianna Campbell Online - Adolfo Navire / Alessandro Congiu