Diesel Design & Branding KICK ASS by Santo Buenos Aires

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Argentina
Agency Santo Buenos Aires
Creative Director Sebastian Wilhelm, Maximiliano Anselmo, Pablo Minces
Copywriter Tomas Quartino
Account Supervisor Ignacio Diez
Released September 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: DIESEL
Product/Service: SNEAKERS
Agency: SANTO
Date of First Appearance: Sep 22 2010
Entrant Company: SANTO, Buenos Aires, ARGENTINA
Entry URL: http://www.diesel.com/sneakers
Creative Director: Sebastián Wilhelm (Santo Buenos Aires S.A.)
Creative Director: Maximiliano Anselmo (Santo Buenos Aires S.A.)
Creative Director: Pablo Minces (Santo London)
Creative Director/Art Director: Luis Ghidotti (Santo Buenos Aires S.A.)
Copywriter: Tomas Quartino (Santo London)
Account Supervisor: Ignacio Diez (Santo London)
Account Manager: Sheila Suaya (Santo Buenos Aires S.A.)
Account Manager: Helena Binnie (Santo London)
Media placement: Catalog - Diesel Stores - 22/09/201

Describe the brief from the client
Create awareness of Diesel sneakers.

Describe the challenges and key objectives
The market is dominated by other players. Diesel needed to find a space that is exclusive.

Describe how you arrived at the final design
Because Diesel sneakers are not sport sneakers, we invented another use for them, consistent with diesel's irreverent attitude: kicking the ass of people who deserve it.

Give some indication of how successful the outcome was in the market
This campaign was very successful with the client since they activated it in 25 markets and talked about it in lots of dinner chats.

On the consumer side, Facebook fans increased 21,13% (from 488,023 To 586,309) YouTube subscribers increased 11.89% and friends 30.64%, Twitter followers a 12.42%. All of this in just one month.