Conceived UK marketing campaign in response to Diesel’s 2011 Global Advertising campaign, ‘Diesel Island’, creating ‘Diesel School Of Island Life’, a series of talks, workshops and parties across the UK teaching people to live their life the ‘Diesel Island’ way.
Developed a unique ‘passport’ ticket mechanic to drive footfall
into Diesel stores. Programmed and managed over 42 events across 7 regional cities featuring names such as Goldie, Metronomy, DIY Taxidermy, SBTRKT, Adam Buxton (BUG) and Howard Marks.
Created Diesel’s first country specific Facebook App that increased their UK fans by 10k as well as oversaw a viral campaign, which included a short film featuring Howard Marks, Goldie, Mr Hudson and Metronomy all wearing Diesel product.
This promoted the Diesel School Of Island Life alongside influential local names from the 7 cities.
Winner of Draper’s Marketing Initiative Of The Year Award.