"We're live in 5,4,3,2..." Those must've been the words muttered by the folks at Diesel right before their latest project went viral, taking the world of social networking by storm. #DIESELREBOOT is the first project for Nicola Formichetti, the brand's artistic director. The campaign is fashion forward and progressive, with models featuring a mix of different sizes, styles, and ethnicities. It's an innovative approach which circles around the most important asset to the brand, the consumer. Nicola and the designers at Diesel are enlisting "a new generattion of brand ambassadors and fashioin leaders" who they believe will give the iconic brand new life.
On the brand's website, powerful words like "reinvention", "refresh", and "reignite" are jump starting a fanbase of fashion savvy and eager social butterflies ready to take flight along side Formichetti. It's a hands on experience which invites users via the #DIESELREBOOT website to contribute anything from new ideas and creative imagery to inspiration and personal artwork through the #DIESELREBBOT site on Tumblr and using the hashtag #DEISELREBOOT on Instagram, Vine and Twitter. These next few weeks, Formichetti himself will call upon users to complete an array of different missions. With this direct connect to the creative minds at Diesel, mobile and internet consumers all around the world are granted the ability to take the wheel, and steer Diesel in a direction chosen by the very people who put them on the map.
"YOUR MISSION, IF YOU CHOOSE TO ACCEPT IT: HELP US BAPTIZE A NEW ERA OF ENERGY, BRAVERY, AND BOLD ICONOGRAPHY AT DIESEL. READY, SET, #DIESELREBOOT!"--dieselreboot.tumblr.com