Say No To Uncool Wool
To promote the FW17/SS18 collection and fuel a global revolt against ugly wool sweaters, Diesel asked for the help of the highest authority in terms of warm, soft wool. After all, who better than a sheep could help you say no to uncool wool?
A winter revolution
It’s a cliché that has gone too far. It was about time for someone to end it: this winter, sheep will be dressed way cooler than those who wear their wool.
It all started with Nicola Formichetti
In a fully integrated campaign shot documentary-style, Nicola Formichetti, the global artistic director of Diesel and a huge influencer in the fashion world, declared war on ugly wool sweaters. He decided to ask for the help of a true wool expert: a sheep, probably the most entitled spokespers, uhm, spokesanimal to persuade people to “say no to uncool wool”
400+ stores worldwide
More than 400 Diesel stores worldwide received the sheep treatment: we presented the Diesel FW17/SS18 Collection on sheep mannequins, dressing them with items that we tailored to sheep’s odd shape and sizes.
Sheep merchandise was given out for free in every store.
How does a sheep wear jeans?
This was one of the many questions Diesel designers had to face. In the next video you can see them struggling to find the solution.
How-to Xmas. The right way.
We advertised actual outfits through how-to videos and other content that positioned them as the sweater-free Christmas alternative.