Go With The Fake Agency: Publicis Italy, Milan Advertiser: Diesel Group: V Entertainment
Golden Drum Grand Prix,Shortlist

Creative idea explanation

The annual traffic of counterfeit goods is worth $461 billion. What can fashion brand do to turn this business threat into a business opportunity?

We created DIESEL’s knock-off brand: DEISEL. To launch it we opened an authentic knock-off store in New York City’s counterfeit district. Unsuspecting shoppers got real DIESEL pieces for knock-off prices. During NY Fashion Week, we let the secret out: the store sold out in 24h. We then launched DEISEL online for the world.

Within one week, DEISEL generated 55 million social impressions and 400 million global media impressions. It appeared in hundreds of major publications worldwide.

Additional company:
Publicis New York
Agency network:
Campaign name:
Go With The Fake
Brand name:
Executive Creative Director:
Bruno Bertelli; Cristiana Boccassini
Creative Director:
Milos Obradovic; Mihnea Gheorghiu
Account Director / Manager:
Barbara Pusca
Strategic Planner / Strategist:
Noa Dekel
Production company:
Rival School Pictures
Andrew Lane
Other credits:
Stefano Perazzo - Head of Social; Doina Tatu - Social Media Manager; Camilla Poli - Account Manager.Publicis NY: Andy Bird - Chief Creative Officer; Luca Pannese, Luca Lorenzini - Executive Creative Directors.