Art Director
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Diesel - Chair Executive Officer

Diesel

The Diesel CEO’s chair was empty. Until the official successor arrived, the company searched for someone to temporarily occupy it: a Chair Executive Officer.

Chair Executive Officer

Chair Executive Officer

When CEOs resign, companies usually try to play cool and hide the news.

When the Diesel CEO quit, the company had to react fast, turning a potential crisis into an occasion to show to investors that its values and spirit were standing strong.

Turning the odds into an opportunity.

The weekend after the CEO resignation news broke, we launched a worldwide recruiting campaign on Facebook to find someone to temporarily occupy the empty CEO’s chair: a Chair Executive Officer. There was only one skill the company looked for: candidates had to be good at sitting.

Renzo Rosso, the founder of Diesel, gave the announcement himself.

"You have to be good... at sitting"

In three days we collected thousands of pictures of people’s sitting skills, posted in the comments of the video on Diesel Facebook page.

 We gave a custom reply to each application, with more than 20 funny GIFs starring Renzo Rosso.

We gave a custom reply to each application, with more than 20 funny GIFs starring Renzo Rosso.

The new Chair Executive Officer.

The new Chair Executive Officer.

After having reviewed all the applications, Renzo Rosso choose Daan Vervoort, a dancer from Belgium.

He officially became the first Chair Executive Officer of Diesel, whose only duty was to sit in the CEO’s chair.

Sitting in the real CEO's chair.

Sitting in the real CEO's chair.

He came at Diesel’s HQ in Italy where he took over our CEO’s chair until we announced the new CEO. And in the end, what could have been a potential crisis quickly turned out to be the most successful CEO resignation ever.

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