There are really no boundaries when it comes to capturing the attention of fashion consumers, something the Diesel 'The Art of Color' campaign clearly demonstrates. This very offbeat campaign is a bit shocking when you first experience it, but its humorous concept makes you want to buy a pair of Diesel underwear.
The Diesel The Art of Color campaign comprises a promotional video, along with an interactive experience at the Diesel website. Part of the brand's overall Fresh & Bright campaign, this particular marketing program centers on the act of coloring underwear -- in the most bizarre way. In the ad, you'll see that the Diesel model gets his undies colored through licking devices, a spray and a the magical laser beam of a Unicorn.
The goal of the campaign, which features work by artists Benoit Créac’h and Julia Gaudard, was to give fans an unpredictable and interactive experience, and evoke in them the feeling of being a creator.