Pasta

Creative idea

With their millions of followers and their social status, influencers are the new normal of fashion advertising and beyond. And everybody wants to be one. Which is why, to promote their SS19 collection, Diesel said the exact opposite: BE A FOLLOWER. A campaign designed to mock the status quo of influencer marketing visually celebrates the carefree, effortless life of a follower, and ironically contrasts it against headlines that highlight the huge efforts that influencers make to maintain a following.

Brand name: Diesel
Advertiser / client: Diesel
Product / service: Diesel
Campaign name: Be a Follower
Agency network: PUBLICIS
Agency: Publicis Italy, Milan
Production company: Collateral
Creative director: Mihnea Gheorghiu, Thiago Cruz, Sandra Boldo, Marco Viganò
Art director: Cecilia Moro, Alice Teruzzi, Alex Eftimie
Copywriter: Francesca Ferracini, Anton Kürschner
Client account director: Eleni Charakleia, Ilaria Castiglioni, Filippo D'Andrea
Strategic planner / strategist: Monica Radulescu
Director of photography: Maurizio Cattelan, Pierpaolo Ferrari
Agency producer: Francesca Zazzera, Tania Dal Pra
Post production: Martin&Rainone
Additional company: CCO Publicis WW & CCO Publicis Groupe Italy - Bruno Bertelli CCO Publicis Italy - Cristiana Boccassini Creative Supervisor - Costanza Rossi ACD - Vinicius Dalvi / Eddy Guimaraes Sr Copywriter - James Andrews Head of Social Client Services & Strategy - Stefano Perazzo Social Media Manager - Doina Tatu Art Buyer - Caterina Collesano