Cannes Lions

Made to Run Away

THE FAMILY, Milan / DIESEL / 2018

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A young guy goes on a succession of failed online dates. When our protagonist finally runs away, he meets someone he likes - but wait, will she like him? Thanks to the world of online dating, there are 1 million dates, every day. How many of those do you think end up in “happily ever after” or at least in half decent acts of… love? Exactly. That’s why Diesel created JoggJeans. Denim made to run away from bad dates. Inspired by the internet’s most unsuccessful short love stories, we made an online film that showcases, these jeans are the go to outfit for romantic encounters. The film is just a part of a global integrated campaign that aims to inform and equip serial daters with the right gear to escape.

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