Diesel needed a bold statement to let everyone know that it’s taking its role back as the promoter of the unconventional, by poking at the world’s nonsense with a stick. So, we bring to life a new chapter of the “For Successful Living” saga, the Diesel mantra to tell the world how in a changing world acceptance and openness must be part of evolution. Since the nineties, the brand has always supported the LGBTQI* community. This year, timed for Pride Month, we create a new story that again tells everyone the importance of living your own best truth, undisturbed and free of prejudice. We've done this with a completely unexpected narrative twist that shows how the brand always has a modern, controversial and innovative point of view.

This film is a new chapter of "For Successful Living" Diesel mantra, with a story that celebrates the freedom to be themselves. We told the life and transition phase of Francesca, a young transgender girl, made up of small and big challenges, which will lead her to full awareness of herself and to achieve her greatest dream. A storytelling with a completely unexpected narrative twist that shows how the brand has always a modern and controversial point of view. The story is inspired by a real one, that of Tia Michelle Pesando, a Canadian girl. She is the first openly trans person to live as a nun, breaking the “taboo” of the Catholic Church that she supposedly uncharitably imposed for centuries

Francesca expresses DIESEL’s “For Successful Living” spirit, that celebrates individuality and the freedom to live your own best truth, undisturbed and free of prejudice. The perfect moment to spread our positive mantra was June 2020, timed for Pride month. The short film, directed by Francois Rousselet, was realized with the advice of Diversity, one of the most established Italian associations committed to promoting social inclusion. The short video, available on Diesel digital and social channels, features a young woman who is assigned male at birth. The film sees her transitioning through life, in feats both big and small, as she achieves her dream: become a nun. The PR actions involved like the main target global press, LGBTQ+ community and the public opinion.

The film, inspired by the real events of Tia Pesando, first openly trans person to live as a nun, follows Francesca's journey transition to fulfill her dream of becoming a nun. The campaign was launched during the Pride Month 2020, officially on June 15th, preceded by an exclusive preview to the LGBTQI* community hosted from Diesel on Zoom and with Diversity and Harlow Monroe as presenters and moderators. The first part of launch has been both PR and online media worldwide and involved the Diesel website and his social channels (organic and paid media placement). In addition to the main film, we also delivered shorter cuts and trailers. At the same time PR articles have been published on many online newspapers.

The 120” film was launched with an exclusive PR digital event, a private preview to the LGBTQI* community. After the global launch the video gathered in only 1 week more than 250million impressions and more than 100million views across Diesel website, Youtube, Facebook and Instagram, with media push focused in Europe, North America, Brazil and Japan. PR articles generated 9 million in free media. Organic results on Diesel social channels: Impression +100% vs YTD Avg; Avg reach: +120%; Post Avg Comments: +32% and Avg e.r. + 120%.