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Diesel - Say No To Uncool Wool

Diesel

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?

Say No To Uncool Wool

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

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 got 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.

Sheep merchandise was given out for free in every store.

How does a sheep wear jeans?

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.

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