Santo scoops global Diesel ad account

Diesel, the Italian fashion brand, has appointed Santo to its global advertising account after a head-to-head pitch against Saatchi & Saatchi.

Diesel: Santo wins global ad business
Diesel: Santo wins global ad business

Santo’s first global advertising campaign is expected to support Diesel sneakers and uses the strapline: "Not made for running. Great for kicking asses."

The pitch was called after Anomaly, the nine-month incumbent, resigned the business in June after the con­clusion of its "Be stupid" campaign, which had launched in January.

Anomaly’s campaign featured poster ads, including one of a woman taking a photograph of her genitalia, which were banned after the Ad­vertising Standards Authority judged them unsuitable to be seen by children.

The campaign encouraged consumers to embrace their stupid side by showing characters committing unwise acts.

It went on to be awarded a Grand Prix in the Outdoor category at this year’s Cannes Lions. Before the campaign, Anomaly launched a music video for the fashion brand featuring a number of its products.

The film launched on a dedicated website, which linked to items of clothing through to the Diesel store, enabling viewers to purchase the goods directly.


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