Diesel Picks Anomaly to Help ‘Transcend Fashion’ With Campaign Set to Launch Early Next Year

Agency worked on the brand's 'Be Stupid' effort

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Fashion brand Diesel has selected creative agency Anomaly Amsterdam to lead a new campaign that will roll out globally in February. This announcement follows the hiring of a new European CEO  as the brand seeks to update its identity for the ecommerce age.

"Diesel's success rests on its ability to reinvent itself to stay relevant and compelling without being locked in a beautiful past. We were looking for a partner that understands the changing consumer landscape, and thinks of innovative solutions beyond advertising, and we found that in Anomaly," said Diesel artistic director Nicola Formichetti in a statement. 

"Back in the day when people still shopped in stores, phones weren't smart, and shock and controversy were the exception—not the norm—it was easier for brands to stand out. Together we have developed a marketing strategy that translates Diesel's appetite for bravery and provocation to today's world, that will reassert the brand as a leading voice in culture," added Anomaly Amsterdam partner and chief strategist Amanda Fève.

An Anomaly representative was not available for further comment on the appointment.

The agency has already been working with Diesel for months, developing a strategy it says "transcends fashion and leverages culture" in a way "worthy of 2020 consumers."

Diesel's recent marketing efforts may give at least some indication as to the direction of the 2017 work. The brand teamed up with New York's Spring Studios back in January to promote its spring/summer 2016 collection with a campaign heavy on emojis, social media slang and references to online dating culture. At the time, Formichetti said, "Digital is now more real than reality."

Anomaly New York previously worked with the brand on its 2010 "Be Stupid" campaign, which seemed to draw inspiration from "Weird Al" Yankovic's 1985 hit "Dare to Be Stupid" and included the tagline "Stupid is the relentless pursuit of a regret-free life. Only stupid can be truly brilliant."

The agency opened its Amsterdam office the following year, and its reputation has grown considerably since then thanks in large part to a string of Budweiser Super Bowl spots including "Puppy Love," "Lost Dog" and the more recent "Not Backing Down." Over the past year, Anomaly has added Beats by Dre, Crown Royal, New York Life, the MLB, Campbell's prepared foods brands, Squarespace and others to its client roster.

The MDC Partners agency is also not a stranger to the worlds of fashion and ecommerce. Earlier this year, it acquired a stake in online retail platform Lyst, which had previously been a client.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.