Denim iconic brand Diesel ask Mamma Soup team to come up with a global watches campaign that take the 'Go with the Flaw' concept into a new product focus dimension. Watches are always rich on details and we wanted to keep that Diesel extra narrative layer, outspoken, full of authenticity and bravery, that define every single campaign.
The concept evolves the physical flaws into the deeper and more unique behavioural flaws. Flaws as being nervous or introvert, become a unique and awesome quality, making you feel not only cool about it but becoming part of your personality. Biting your nails will not be consider a bad habit anymore, but being amazingly and irresistible sexy.
Like it or not, introverts attract all the attention at parties. It is not a flaw, it is being seductive”.
“
Nowadays, uniqueness is defined as an important persona quality, while social media embraces the 'all-same' as a beauty and personality canon.
Being unique is more than being perfectly un-perfect, is being you and nobody else.
it’s not about what make you different.
it is about what
makes you unique
and awesome”
“
“it might just be a watches campaign,
but is time to leave behind
some mainstream behaviours”
Using the hands as a communication vehicle reinforced the watches angle, the gestures that define that flaw become the stronger point. As Last element, playing with the unexpected position, the image that will never be associated with a fashion statement, becoming the ultimate pride for flaws. Who though a model could shyly cover his face on a OOH?. Let's populate the world with the Flaws, and show how cool they can be.
not taking you seriously,
as not taking
yourself
seriously“.
“
Nowadays, uniqueness is defined as an important persona quality, while social media embraces the 'all-same' as a beauty and personality canon.
Being unique is more than being perfectly un-perfect, is being you and nobody else.
we are surrounded by a society driven by opinions. focus on the made-individual, on the being politically correct, a youth driven by "shoulds" and "musts"— So, who cares? F*€K it!
“
A point of view, that
gained coverage all around the world, a Fashion statement about being unique from the heart, and not really caring about what anybody else thought.
