Campaign Spotlight

Campaign Spotlight: A week like a boss – Diesel appoints its first Chair Executive Officer

For seven days, someone very good at sitting took over Diesel’s most coveted chair.

MILAN – The latest quest of Diesel has finally come to an end. Via Facebook, the brand found its first Chair Executive Officer, someone whose sitting skills were up to the task of occupying the company’s empty CEO chair for a whole week.

More than 2,000 crazy photos, gifs and videos were submitted in just 4 days on the brand’s Facebook page. Among all the aspiring Chair Executive Officers, Diesel chose Daan Vervoort, 29, a professional contemporary dancer from Belgium.


“Being good at sitting may not get you everywhere in life. But it can get you pretty, pretty far” says Daan. 

He took on the role, sitting at Diesel Headquarters for an entire week, cheered on by the brand’s employees and Renzo Rosso himself. His amusing, although brief career is documented in a video that shows his undisputed sitting skills.

The project comes from Publicis Italy.

Check out the campaign on www.facebook.com/Diesel


Client: Diesel
Chief Marketing Officer: Dario Gargiulo
Creative Director: Nicola Formichetti
Global Head of Digital: Chiara Martini
Head of ADV and E-comm Production: Deborah Salbego
Project Team: Theodoros Mallas, Paul Tholen, Rossella Dimichina, Beatrice Lagastra, Federica Munaron

Agency: Publicis Italy
Global Chief Creative Director Publicis WW and CEO Publicis Italia: Bruno Bertelli
Executive Creative Director: Cristiana Boccassini
Global Digital Creative Directors: Milos Obradovic, Mihnea Gheorghiu
Creative Supervisor: Costanza Rossi
Art Director: Andrea Raia, Cecilia Moro
Copywriter: Matteo Gatto, Sara Rosset
Account Team: Barbara Pusca, Camilla Poli, Giuseppe Esposito
Agency Producers: Isabella Guazzone, Silvia Cattaneo
Project Manager: Vittorio Cafiero
Social Media Manager: Doina Tatu

Production Company: Bedeschi Film
Director: Tommaso Pitta
Executive Producer: Federico Salvi
Producer: Diana Passoni
Editor: Fabrizio Squeo

Post production: Bedeschi Film
Stylist: Anna Quacquarelli, Chiara Luna Mauri

Partner with adobo Magazine

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