WILD POSTING - DIESEL - SPRING-SUMMER 2022 COLLECTION - MILAN

Diesel catches the phygital wave

Phygital continues to seduce the fashion world!

Indeed, it's the turn of Diesel, the famous Italian ready-to-wear brand, to launch its new spring-summer 2022 collection by combining physical and digital advertising.

The campaign is based on a Wild Poster campaign, deployed in the Italian brand's Milanese stronghold, and featuring a giant QR code on a bright red background. As soon as the symbol is scanned, passers-by are redirected to a countdown on the Diesel website, counting down the hours and minutes until the collection is unveiled.

In the end, instead of a traditional fashion show, the Milanese were treated to a short film presenting the first expression of Glenn Martens' Diesel vision. A fundamentally modern and differentiating approach for a brand that knows how to keep up with the times!