Italy – Fashion brand Diesel is encouraging people to celebrate the unexpected memories made in 2020, by capturing their cancelled plans on custom-made jeans.
The Unforgettable Denim campaign claims that ‘not even 2020 can cancel a great pair of jeans’. A dedicated brand film shows a young group of friends having fun, making the best of their year and sporting jeans that showcase events they’ve missed out on as a result of the pandemic.
From a yoga retreat to a wedding, the branding panels found on Diesel jeans capture their cancelled plans, with the brand prompting people to instead connect over the shared experience of 2020's twists and turns. By allowing users to personalise jeans in-store and via the brand’s website, Diesel lets customers be part of their garment's design.
Tongue-in-cheek campaigns like this often resonate with younger audiences who appreciate brands providing humour, personalisation and sharable moments. For more on youth attitudes, look out for our upcoming Media and Youth Futures Forum.