Diesel

Diesel

Unforgettable Denim

Unforgettable Denim

Year:

2025

Type:

Integrated Campaign

In the year everyone stayed home in sweatpants, Diesel found a way to sell jeans by turning them into souvenirs of all the plans 2020 canceled.

To tell the world Desperados is the beer with the Latin vibe, a commercial wasn’t enough, so we dropped a full reggaeton hit instead.

To tell the world Desperados is the beer with the Latin vibe, a commercial wasn’t enough, so we dropped a full reggaeton hit instead.

Latin Vibe is why they call us Desperados—so we couldn’t stay quiet. To get the whole world vibing, we slid into the DMs of Ovy On The Drums and Micro TDH, two masters of Latin beats. From there, the magic happened. Together, we created “Guao Guao”, an infectious anthem that turned the Latin Vibe into a global movement.But the vibe didn’t stop at the music. We completely rethought the photography style, redefining both lifestyle and product visuals to capture the energy, warmth, and boldness of the Latin spirit. The track launched with high-energy content and immersive activations, inviting audiences everywhere to hit play and feel the beat.

Credits

Director

:

BRADLEY & PABLO

Photographer

:

Lou Escobar

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