Diesel has never had a problem pushing the limits in its advertising, and this time around, it’s doing so without even concentrating on its signature clothing.
In its latest effort, ‘The Capsule,’ from Publicis Italy, a prototypical new – and purposefully uncomfortable – meeting room has been designed to keep conference and gathering times to an absolute minimum. The idea – spurred by the statistic it quoted from The Guardian that the average office worker spends around 9,000 hours in meetings during his career lifespan, in which 50% of the time is squandered – was ultimately put into action by Diesel founder Renzo Rosso’s experience and ethos: “The best decisions I’ve ever made were quick.”
Premiering at Milan’s Wired Next Fest today (May 25), the experimental room is designed to expedite the decision-making discussions and processes that are so often unnecessarily drawn out during these planned, and often quite dull assemblies.
In a video describing ‘The Capsule’ we hear a voice over state how boring regular meetings can be, with stock footage of dull office settings and drone-like employees. A trio of lab-coated scientists is then introduced (Diesel clothes are seen under their lab coats, lest one might think that the ad is totally unbranded) to tell us about the design of said capsule. As the mock scientists describe their invention, we see the room in action as a group of people in Diesel clothing gathering in the metal pod with bubble windows. Meetings are timed out at 15 minutes, thanks to a countdown clock, and the cramped, unembellished space forces the group to get right to the point as the room gets increasingly tough to deal with. The table starts to tip to one side, video screens only allow a few seconds for each slide, fans come on mid-meeting, then strobe lights and loud music are activated to expedite the proceedings.
Agency: Publicis Italy