Hasta La Motion!

Choosing a CEO is serious stuff. It takes skill, responsibility and a lot of knowledge. The Diesel CEO’s chair is empty at the moment. Alessandro Bogliolo served as CEO for the Italian fashion brand from 2013 until July 2017 when he left to work with Tiffany. Until the official successor takes on the role, the company is searching for someone to temporarily occupy it: a Chair Executive Officer. With such a short amount of time available, there’s only one skill that anyone interested in the role must possess: to be ridiculously good at sitting in a chair. That’s why Renzo Rosso, Diesel’s founder, is asking people to showcase their best sitting technique on the brand’s Facebook page. Starting from 5th October, people will be able to showcase their sitting skills for 4 days by commenting with photos or videos on the post that launches the initiative. The new Chair Executive Officer will then fly to Italy, straight to Diesel headquarters, where he or she will become a brand ambassador, sitting on the brand’s most important chair for an entire week: the Diesel CEO Chair.

Diesel CEO Chair Credits

The Diesel CEO Chair campaign was developed at Publicis Italy, by worldwide chief creative officer Bruno Bertelli, executive creative director Cristiana Boccassini, digital creative directors Milos Obradovic and Mihnea Gheorghiu (Global), copywriters Matteo Gatto and Sara Rosset, art directors Andrea Raia and Cecilia Moro, creative supervisor Costanza Rossi, producers Isabella Guazzone, Silvia Cattaneo, project manager Vittorio Cafiero, social media manager Doina Tatu, account team Barbara Pusca, Camilla Poli, Giuseppe Esposito, working with Diesel global head of advertising, media and product marketing Giada Gheno, chief marketing officer Dario Gargiulo, head of advertising and e-commerce production Deborah Salbego, project manager Theodoros Mallas, creative director Nicola Formichetti

Filming was shot by director Tommaso Pitta via Bedeschi Film with executive producer Federico Salvi, producer Diana Passoni, stylists Anna Quacquarelli, Chiara Luna Mauri, offline editor Fabrizio Squeo.