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In the reality, success is meant to be  for those with their feet on the ground, and in the same reality, this sounds pretty boring. But trumpets, the new Diesel slip-on Imaginee just dropped, as an open invitation for everyone to take reality less seriously and fight the boredom of “doing what’s expected” with the most powerful weapon we have: imagination.

The campaign’s message invites you to go beyond your imagination and find the funny angle in the reality surrounding us, which is better than having a pragmatic and too serious approach for all aspects of life.

In a digital campaign created in partnership with the French collective Paul & Martin and the Italian director Elena Petitti di Roreto, DIESEL wants to inspire the youth to celebrate each moment of their day with imaginative and colourful visuals.

The concept  has been developed  with creative agency Publicis Italy.

Imaginee are part of Diesel’s  shoes offer for SS18 collection, this slip-on shoe will be available in in South Africa in 4  options – ranging from solid colors and camouflage print. All the color options are characterized by a laced upper print and of the distinctive Diesel 5th pocket on the side, whilst the outsole is adorned with ironic message stating in Italian: “questa è la scarpa n°200. Lavare questa scarpa a 1000 gradi” sided by emojis, washing symbols and by the copy “design by Diesel”.


With this youthness appeal made by the combination between bright colors and ironic massaging make Imaginee  the perfect shoes of the season for younger customers.

Imaginee. Better than realitee.

Available in stores from 15 April 2018



Agency: Publicis Italia

Production Company: Withstand

Director: Elena Petitti di Roreto

Photographer and postproduction: Paul&Martin