# Culturally Creative Denim Ads The Diesel + Edun Campaign Celebrates African Performance Art By Gil Cohen | Published 2013-03-25 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/african-performance-art References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/03/diesel-pantsula-vs-puppets/) & [diesel](http://www.diesel.com/) The new [Diesel + Edun](https://www.trendhunter.com/trends/humansized-egg-installation) denim line collaboration focuses on creating employment opportunities and support for communities in African countries, and by incorporating African performance art into the [advertisement campaigns](https://www.trendhunter.com/trends/gap-and-parker-posey), the brand is further increasing this goal. 'Pantsula VS Puppets' showcases two different performance groups, people and puppets, having a dance battle and wearing the clothes from the denim line. The bumping music and captivating visuals make for an entertaining video that shows different fits and styles of the collection and how the clothes look in action. Entirely made in Africa with locally grown materials, the Diesel + Edun denim line creates a self-sustaining business in African countries and this ad celebrates with African performance art. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 36% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Key Themes Behind This Trend - **African Performance Art:** Incorporating African performance art into advertisement campaigns can increase brand awareness and celebrate diverse cultures. - **Sustainable Fashion:** Focusing on locally grown materials and creating self-sustaining businesses in developing countries can be a marketing advantage for fashion brands. - **Employment Opportunities:** Creating employment opportunities for developing communities can be a way to positively impact social and economic structures and attract socially-conscious consumers. ### Where This Applies - **Fashion:** Fashion brands can incorporate diverse cultural elements and sustainability practices in their marketing strategies to attract socially-conscious consumers. - **Arts and Entertainment:** Incorporating cultural elements in advertisements can create visually stunning and engaging content that resonates with audiences who value diversity and creativity. - **Social Entrepreneurship:** The Diesel + Edun denim line collaboration showcases a self-sustaining business model that supports developing communities and demonstrates how social entrepreneurship can be both financially viable and socially impactful. ## Related on Trend Hunter - [Sculpted Denim Capsules](https://www.trendhunter.com/trends/anatomic-denim.md) - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Co-Branded Bespoke Denim](https://www.trendhunter.com/trends/dieseloveslee.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md) - [Cinematic Denim Campaigns](https://www.trendhunter.com/trends/shaboozey-and-matty-matheson.md) - [Sleek Modern Bag Collections](https://www.trendhunter.com/trends/trompe-loeil-bags.md) - [Artistic Contemporary Footwear Collabs](https://www.trendhunter.com/trends/melissa-x-diesel.md) - [Choreographed Retailer-Backed Commercials](https://www.trendhunter.com/trends/gap-and-parker-posey.md) - [Art-Infused Workwear](https://www.trendhunter.com/trends/nepenthes-capsule.md)