Diesel has begun the much-needed revolution against the cult of the ugly Christmas jumper with the tongue-in-cheek campaign, ‘Say No to Uncool Wool’, which features a sheep dressed in leather and denim as its central protagonist.
The hero video follows the fashion brand’s artistic director, Nicola Formichetti, as he begins a quest to obliterate the kitsch, itchy sweater style from fashion. He formulates ‘Say No to Uncool Wool’ but comes a cropper when developing the campaign’s central motif.
Inspiration strikes him in the form of a sheep, which he proceeds to dress in Diesel’s staple edgy style for the main photoshoot. “Sheep against uncool wool?!” he cries. “That’s perfect!”
Diesel’s agency, Publicis Italia, has also produced a series of supporting films, including a documentary exploring how to dress a sheep, how to decorate your home and how to make a snowman.
All cool clothing featured modelled by the ad’s ovine creatures is also ‘available in human size’.
Chief Marketing Officer: Dario Gargiulo
Creative Director: Nicola Formichetti
Global Advertising, Media & Product Marketing: Giada Gheno, Diana Tessarolo, Silvia Pozza
Global Digital Marketing: Chiara Martini, Paul Tholen, Marco Gheller
Global ADV and E-comm Production: Deborah Salbego, Giulia Zen
Global PR: Alban Adam, Elena Piccini, Alessia Battistello
Global CRM: Flavia Zallocco, Beatrice Lagrasta
Agency: Publicis Italia
Global Chief Creative Director Publicis WW and CEO Publicis Italia: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Art Director: Andrea Raia
Copywriter: Matteo Gatto
Social Media Manager: Doina Tatu
Strategic Planner: Noa Dekel
Client Service Directors: Daniela Di Maio, Barbara Pusca
Account Team: Giada Salerno, Camilla Poli
Agency Producers: Matilde Bonanni, Silvia Cattaneo
Production Company: Mercurio Cinematografica
Photographer: Riccardo Bagnoli
DOP: Alexandru Dorobantu
Editor: Eleonora Cao
Executive Producer: Luca Fanfani
Producer: Alessia Pietromarchi
Post Production: IGGY Post
Music Design and Editing: The Log
Stylist: Anna Quacquarelli, Giovanni Tamiello