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Chiara di Prata, Giorgio Guerri, Luzhu Liu, Anna Reali, Kream Siridharma, Weye Wang

Our aim was to approach the brand's soul made up of “rock clubby and sporty”, in an ironic way but with a provocative touch, we did it in the best way: the Diesel way. Working up from a full brand analysis, with customer and competitor analysis, we went on to structure an online gaming proposal for Diesel to further embrace the issue of sustainability and community following for the Brand. How? No matter what age, gender, sexual orientation or country, just asking people to be cool, real and share their daily behaviours, to participate in the game together, and essentially, become part of the “Only the brave community”.