As part of their ‘Be Stupid’ campaign, Diesel took an innovative approach to showcase their Spring/Summer 2010 Collection. Featuring the debut single ‘A Hundred Lovers’ by the artist Josep, users can interact with the video to learn more about the Diesel fashions they see.
The video is paused when the mouse hovers over it (and resumes once it leaves the video area) to display all the interaction points where the user can purchase or get more information of the individual clothes on show.
I’m a fan.
I think Diesel do a more successful job than Jay Jays and their Dance Off.
A music video fashion catalogue is a shining example of the level of creativity that can be harnessed on the Internet. The synergy between entertainment and ecommerce is not only effortless, but also inspiring.
The featured song is pretty toe tapping while the cast of trendy Diesel-clad hipsters dancing along, reviving a classic routine from the 60s, are people to fashionably aspire to. Let’s call a spade a well-dressed spade - they looked hot.
I contacted the agency responsible for Diesel’s music video fashion catalogue to learn their thoughts behind it and how they came about the idea. Here’s what Paul Graham, founder of London-based agency Anomaly, had to say:
“We always look to try new things, find different ways of using media and combining channels to answer all sorts of problems.
The idea came about whilst discussing something entirely separate. Gathered around our little garden table and bench that doubled up as a meeting place in the early days of the London office, a creative chap Mat Jerrett piped up with the germ of the idea. "I reckon there's something in this and it's perfect Anomaly material" he said.
Within hours we were fleshing it out, making videos to explain the idea, and generally galvanizing behind the idea. Once we spot a good idea it's normally pretty difficult to stop us finding a home for it.
Our thought process isn't very linear. Many thoughts, avenues and starting points are explored at the same time, and shared quite organically. It can be hard for new people to work out what's going on, but it becomes natural over time. In order to get the best idea you can't be constrained by process points or channel thinking. You have to consider everything at the same time to spot the best way to join it all up.
We got Stink involved for the production, because their film-making and digital backgrounds were equally impressive and this needed both. Hybrids, just like us.”
This digital element was just one execution in what is shaping up to be a well-received campaign encouraging consumers to grow some balls.
“Smart may have the brains, but stupid has the balls.”
Be stupid; take risks; live life.