We helped Diesel creatively develop and execute a campaign to support the China launch of the brand’s new range of jeans.
One of the key points of differentiation of a pair of JoggJeans is their elasticity, and therefore comfort. We brought this benefit to
the fore by choreographing a series of dance performances delivered as flash mobs in and around local Diesel stores across key locations and cities in China.
We then cut the resulting footage into a 2-minute video and collaborated with online influencers to disseminate the content to an
even wider audience.
The campaign achieved over 11 million views and, above all, had a substantial impact on JoggJeans sales.