Diesel decided to collaborate with Edun to produce their new clothes set and TV ad. For this new collaboration they created a TV advert using the creative talents they sourced from Africa. They hope that the “The DIESEL+EDUN collaboration will engage a global audience with the passion of its founders to raise awareness of the creative opportunities in Africa and build sustainable trade with the continent through fashion” and that it will be “a global loudspeaker for the new African economic and creative paradigm.”
In a statement about their collection on their website they wrote: “Using raw, untreated denim, the DIESEL+EDUN collection was built around a reinterpretation of the four-pocket jean of the 1970s popular on the streets of South Africa. Malian textile prints are echoed in the denim lining and across the jersey pieces in the collection. Embroidery details reference traditional Zulu weaving patterns, while the dresses feature Kenyan metalwork. Running through the collection are four original symbols designed to reflect the heart of the DIESEL+EDUN collection.”
Some more information pulled from their website about the collaborators: “In January 2012, DIESEL founder Renzo Rosso and EDUN founders Ali Hewson and Bono travelled to Uganda and Mali, where they shared their love of the continent and toured each other’s programs: DIESEL’s Only The Brave Foundation project in Dioro, Mali and EDUN’s Conservation Cotton Initiative (CCI) in Uganda. The experience encouraged them to join forces to further apparel trade and development in Africa under the name DIESEL+EDUN.”
You can visit their website by going to http://www.diesel.com/diesel+edun/
In addition they also created a tumblr blog to bring us creative work from the creative talents. http://studioafrica.tumblr.com/
“Studio Africa is a virtual loudspeaker for a new generation of creative talents from across the continent. The campaign features nine artists in fashion, film, music, literature, and photography; individuals with both talent and a deep commitment to their respective countries and people.”
“Step inside Studio Africa to find out how the cast members are redefining the future on their own terms.”
Here you can watch a video about the project and then move on to watch the actual advert they published:
You can watch the advert below:
Reviewing Diesel + Edun Advert:
The advert itself is very creative, though a little creepy in my opinion with the dancing puppets. However for it to be better it needs more cut scenes and camera shots to bring it too life and less of the flashing symbols which detract from the overall experience. 3/5
The message of the advert is very confusing in the beginning of the advert and only fulfils its purpose towards the end. However it’s only really once you know about the project that you can understand the underlying messaging purposes of the advert and for that I give it a 3/5 for not delivering the purposes of the advert clearly without prior information on the project.
The pace of the advert is too long and easily loses your attention towards the end when the messaging purpose of the advert is shown. If at that point you are no longer paying attention to the advert then the messaging is lost. 3/5
The sound doesn’t particularly help to keep up the pace of the advert and is rather disappointing to listen to. Incidentally the song used is ‘Ndekha’ by The Very Best & Moroka. 3/5
Borderline success, but really only once you know what the purpose of the advert is about, and that it is two-fold showing off African creativity as well as promoting the new range of clothes.
What about you?
Did you find the dancing puppets creepy? I’d love to see your feedback in the comments below.