Diesel #LegendsNeverDie (2019)

Client: Diesel

Campaign: #LegendsNeverDie
Year: 2019

Format: Social Media Posts / Billboards / TVC

Brief:

Create a campaign that will elevate brands perspective to younger audience.

- DIESEL is an ICONIC brand worldwide and in South Africa

- DIESEL SA has lost it's "COOL FACTOR" among young South Africans

- DIESEL HAS BEEN TRYING TO RE-INVENT ITSELF GLOBALLY SINCE 2014

- RETAIL IS IN DECLINE

- SUSTAINABILITY IS A BIG TREND IN FASHION

- 54% OF SA YOUTH CARE ABOUT MAKING A POSITIVE DIFFERENCE

- THERE EXIST A NUMBER OF OPPORTUNITIES FOR DIESEL.

Target Audience

Primary

Young adult males who grew up in the late 90s and early 2000s in South Africa.

Secondary

The ‘younger siblings’ of our main target audience.

Opportunities:
REMIND SA THAT DIESEL IS STILL STRONG

CONNECT THE YOUNGER MARKET WITH THE BRAND
MAKE DIESEL COOL AGAIN
RECONNECT THE ‘OLDER’ MARKET WITH THE BRAND

INTRODUCE SUSTAINABILITY STRAT TO SA

The BIG IDEA:

Forever Diesel: Inspired by South African Legends Past and Present.

Forever is a very long time and the pursuit of it, even longer.

‘Forever’ is something many people strive for but very few attain. The select few that do attain it, rise above the rest and become the unforgettable ones.

The unforgettable ones are the brave. They are cut from a different cloth and are not afraid to go against the grain and break conventions — this is why they only get better with time.

They are masters of their craft whose quality, style and cool are forever.
They influence generations that come after them.
They are legends in their circles.
They exude an undeniable, unforgettable and unimitatable level of originality

They pass the baton so the young’ns can run with it.
This is what makes the unforgettable ones forever.

forever.diesel.co.za
The FOREVER DIESEL platform will exist as a sub-site on the Diesel South Africa website. Through this portal, people will be able to purchase items from the FOREVER DIESEL capsule collection as well as access content created specifically for the campaign.

THE UNFORGETTABLE ONES
MUSIC legends: K.O / DJ Fresh
MUSIC young Bloods: A-Reece / DJ Shimza
FASHION Legends: Wandi Ndzimande (Loxion Kulća)
FASHION Young Bloods: Tshepo Mohlala (Tshepo Jean Maker)
SPORTS legend: Benni McCarthy
SPORTS young blood: Percy Tau

FILM AND THEATRE legend: Israel Makoe

FILM AND THEATRE young blood: Lemogang Tsipa

The Unforgettable Ones is a video series featuring conversations between unforgettable figures, past and future, from a variety of disciplines including music, fashion, sports and acting.

Look n Feel