We Are Social to run Diesel’s global digital activation for FW16

Diesel has appointed We Are Social to run its #forsuccessfulliving fall winter 2016 digital global campaign.

The fashion giant is collaborating with photographer Terry Richardson for a global launch of the collection in Tokyo in September. The event will celebrate 30 years of Diesel in Japan and the launch of the #forsuccessfulliving campaign. The campaign is rooted in 49 rules for successful living, designed to tell relevant brand stories while celebrating the launch of Diesel’s FW16 collection.

We Are Social’s remit is to deliver a consistent 360 digital strategy to support the campaign from September to November. This will include shooting Diesel’s first shoppable video in Japan, allowing users to purchase items from the FW16 collection before they hit the catwalk in Tokyo. We Are Social will also deliver a global influencer outreach strategy, and manage the social activation across all Diesel social channels.

Nicola Formichetti, Diesel’s artistic director said: “Our Fall/Winter #forsuccessfulliving campaign will break the mould, creating global talkability. We Are Social were the natural choice to bring the campaign alive socially on a global scale. We have tasked them with creating our first global shoppable video, created directly from the campaign launch in Tokyo.”

Jim Coleman, UK CEO at We Are Social, said: “We are delighted to be working with such a progressive fashion brand as Diesel on this global campaign. This campaign will draw on our expertise in film production, design, tech and editorial from across our global offices and we are extremely excited to be involved.”

The shoppable video produced by We Are Social and directed by Alexander Turvey, an award-winning film director, designer and visual artist who has been hailed as one of London’s Top Fashion Creatives by Business of Fashion; Fashion’s New Generation by Vogue and one of 15 Creatives Who Will Define The Future of British Arts by the Independent.