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Diesel: Say No To Uncool Wool by Publicis Italy

Client: Diesel
Date: Nov 2017
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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’.


Client: Diesel

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

Director: Hypno

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