In a fully integrated campaign shot documentary-style, Nicola Formichetti, the global artistic director of DIESEL and a huge influencer in the fashion world, declared war on ugly wool sweaters. He decided to ask for the help of a true wool expert: a sheep, probably the most entitled spokespers, uhm, spokesanimal to persuade people to “say no to uncool wool”. On the shopping experience level, sheep dressed with items taken from the collection itself led the customer journey online and offline in all the 400 Diesel stores worldwide. Sheep ended up being dressed better than those who wear their wool; and people got exposed to a cool, fashionable alternative to the overused cliché of Ugly Wool Sweaters.

Starting from November 2017 up until January, all the 400 Diesel stores worldwide got the sheep treatment: we presented the Diesel Spring Summer 2018 Collection on sheep mannequins, dressing them with items that we tailored to sheep’s odd shape and sizes. Each shop window was then redesigned along the Say No To Uncool Wool concept to surprise customers by delivering them a Christmas experience that didn’t look like their average Christmas experience. Meanwhile, the idea lived online through a main video featuring Nicola Formichetti, Diesel global artistic director, narrating in a humorous way how the sheep got chosen for the campaign. A backstage video showed how Diesel designers tackled the entire items tailoring process (spoiler: stressfully). Then, we advertised actual outfits through how-to videos and other content that positioned them as the sweater-free Christmas alternative.

Our goal was to attract more in-store traffic, and, at the end of the campaign, the footfall in stores went up by 253% globally. Also, our e-commerce visits went up +48%. Total sales went up by 37%, while online content that pushed the brand’s position about uncool wool generated more than 10 million impressions on Social Networks, organically.